From starting the brilliantly bizarre cereal cafe craze to setting off the man bun revolution, hipsters are often given a hard time for their varied trends.
But whilst we’re still not sure what the point of a rainbow bagel is, one thing is certain – where hipsters go, money follows.
Just look at the rise of independent microbreweries.
Craft beer started out as any another millennial fad until growing whispers and Instagram hashtags took the industry to a whole other level.
In 2015, independent breweries across the UK gave the economy a multibillion-pound injection and provided over 869,000 jobs.
And it’s only set to grower bigger as international expansion opens new global markets.
Joining the craft beer craze.
BrewDog, Scotland’s largest independent brewery, is a prime example.
Started in 2007 by two friends, James Watt and Martin Dickie, the producer of champion Punk IPA now ships across the world and is worth an estimated £306m.
The good news for anyone looking to start a new business? This burgeoning industry still has plenty of room left for you to carve out your own slice of the action.
For some inspiration, here’s a breakdown of the details behind BrewDog’s overwhelming success.
#1: Get the product right.
The biggest reason for BrewDog’s popularity is super simple – its beers taste great.
You’ll have nothing worth selling without a good product, but quality can’t be cheated. Invest wisely in equipment – everything from storage maintenance systems to ph testing supplies – to ensure product excellence.
Don’t be stingy when it comes to ingredients either. After all, experimenting with flavours is how you create a standout craft beer.
#2: Understand your branding.
The distinctive graphic design and bright colours of BrewDog packaging are cohesive across all its visual elements, building a strong brand identity.
The company now has a reputation for having fun – with tongue-in-cheek names like Elvis Juice and Nanny State – without sacrificing quality.
To make an impact on the microbrewing industry you also need to understand what it is that makes you tick and adds uniqueness to your business, before applying it to everything – your website, social media, product and premises included.
#3: Help development happen.
Once you’ve got the basics of your business sorted, and a fan base firmly established, it’s time to think about development.
In a stroke of marketing genius, BrewDog sold shares as part of a crowdfunding campaign to support their expansion into international markets.
Now stocked in 55 countries, the moral of the story is to stay in the public eye and explore all fundraising options before making a market move – slow and steady wins the race.
It’s an exciting time to join the growing numbers of microbreweries making a stamp on the UK’s economy but just remember to manage your expectations. BrewDog’s success happened over 10 years, so start small, work hard and watch what happens!
