布鲁格宣言

BrewDog was born with the aim to revolutionise the beer industryand completely redefine British beer-drinking culture. A decade of dog, 1000 employees, and two breweries later, we are the fastest growing Food & Drinkscompany in the UK, one of the Times Top 100 Best Employers, and breaking intointernationalmarketslike a shark on steroids. One thing, however, has always stayed the same. Nailed to the wall, written inblood, our mission is to make other people as passionate about great craft beer as we are. TO MAKE OTHER PEOPLE AS PASSIONATEABOUT GREAT CRAFT BEER AS WE ARE. TO MAKE PUNK IPA THE BEST SELLING CRAFT BEER ON THE PLANET.TO BECOME THE BEST COMPANY TO WORK FOR. EVER. Equity for punks At BrewDog, our philosophy has always been toshorten the distance as much as possible betweenourselves and the people who enjoy our beers. Equity for Punks is the ultimate incarnation of thisphilosophy. We are owned by thousands of people who lovecraft beer. They are our shareholders, our friends,our community and the heart and soul of ourbusiness. Our hopped-up army of Equity Punks are our biggestasset. They are our harshest critics and our greatestadvocates. They are our cultural and beeryambassadors; the fuel to our revolt against the bigbeer establishment. They have helped us shape ourbusiness into what it is today. EQUITY FOR PUNKS BEGAN IN THE UK IN 2010, AND EVENTUALLY LAUNCHEDSTATESIDE IN 2017 WITH THE OPENING OF OUR COLUMBUS, OHIO BREWERY. WE NOWHAVE OVER 55,000 SHAREHOLDERS WORLDWIDE. THESE GUYS ARE OUR BEERYBRAND AMBASSADORS; OUR CRAFT CRUSADERS. Our brand is not just our identity, It encompassesour entire purpose. Peopledon’t just care about either our beer orour PR activity; they buy into our entire entity.Our status as an employer, the values we standby, our collaborations with other breweries, whowe are, and why we are here. We believe a brand is shaped by the customer.Our customers, our Equity Punks, our employees.Their perception of us is what shapes our brand,which is why anything other than sticking by ourmission and values is like brand suicide. OUR BRAND IS THE MOST POWERFUL WEAPON IN OURARSENAL TO CHANGE THE WORLD. Againstthe grain We will never conform. Everything we do, we doit because we believe in it. If we don’t lovesomething, we won’t do it. Ever. We have done some pretty insane things in ourfirst decade. Think the world’s smallest protest,taxidermy squirrels, our big beer spoofs, droppingfat cats from a helicopter, and parodyingVladimir. We do things against the grain. We will do whatwe think is right–and we really don’t care whatpeople think. WE ARE NOT AFRAID. NOT OF REVOLUTION. NOT OF CHALLENGING THE STATUS QUO. WEWILL DO WHATEVER IT TAKES, BEER IN HAND, TO OBLITERATE MASS-PRODUCED,TASTELESS, MONOLITHIC BEER. QUALITY IS OUR NUMER ONE FOCUS FOREVER. AND EVER. EACHDECISION WE MAKE TIES BACK TO AMAZING CRAFT BEER. WE LIVEAND DIE BY EVERY SINGLE GLASS. WE ARE OUR PEOPLE. IT IS OUR COLLECTIVE TEAM THATDETERMINES OUR DESTINY. OUR PASSIONATE ANDRESILIENTCULTURE IS WHAT MAKES US WHO WE ARE. Our pillars WE SHARE 10% OF PROFITS BETWEEN OUR TEAMS EQUALLY, AND ANOTHER10% BETWEEN CHARITIES CHOSEN BY OUR STAFF. EVERYONE SPENDSEVERY SINGLE PENNY AS IF IT WAS THEIR OWN, BECAUSE IN REALITY, IT IS. WE WORK IN DOG TIME AND EVERY SECOND COUNTS. WE AREGROWING AT A SPEED OF KNOTS AND CONSTANTLY EVOLVING. WEEAT CHAOS FOR BREAKFAST. BREWDOG ISNOTA STANDARD BUSINESS. It’s a revolution against commercial mediocrity. Everyone is in thefrontline, so raise your glass and be ready to fight. Our sole purpose is to make incredible craftbeer. This is why each person we employbecomes a Certified Beer Server, and hasaccess to the Cicerone Programme. Our crewregularly display epic levels of beeryobsession, as do the thousands of peoplewho fill our bars to the rafters, or orderBrewDog beers online. This uniqueindividualism is what makes craft beeramazing–people taking an interest anddeveloping it into a passion. We constantly work to shorten the distancebetween the people that drink our beer andthe people that make it. We share evangelically. We also learnobsessively. This is why we published all ofour beer recipes we’ve ever brewed; somesalvaged from old notes in Site One goingback years, to form a beautiful book calledDIY Dog. The homebrew bible of BrewDogbeers dating back to 2007. Beer is the reason we exist, so we’re pretty fucking passionate about making it amazing. We bring in peoplethat truly want to learn about beer, and we give them the tools they need to do it. We invest a lot intolearning and development, and we are really proud of the beery benefits we can offer our crew. 2017 marks a decade of Dog: 10 years since Jamesand Martin began brewing in Martin’s mum’sgarage, starting out what would eventuallybecome a global craft beer movement. Despite the rapid growth, we have never falteredon striving for exceptional quality. We willkillourdarlings and throw away tanks of beer ifitdoesn’tm