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Brief Published: 28 Aug 2018

BrewDog Takes On Netflix with Beer-Focused Streaming Service

Scottish craft beer company BrewDog is getting into the video streaming business with the launch of The BrewDog Network. It's another example of brands moving into the entertainment space as traditional advertising and marketing models become increasingly ineffective.

The BrewDog Network offers more than 100 hours of programming at launch – including 14 original shows such as Are You Smarter Than a Drunk Person?, in which the intellect of an average trivia competitor is tested against "a Mensa genius who has had one too many drinks". The service costs $4.99 per month, accessed via the web, with iOS and Android versions to follow.

The company boasts 85,000 fan investors through its Equity for Punks crowdfunding initiative, and has already expanded into hotels and bars. Chris Burke, general manager of The BrewDog Network, revealed to the Wall Street Journal that he's aiming for 50,000 subscribers in the first six months. "It has the potential to be a meaningful revenue stream, but it's also about telling the story of BrewDog," he commented.

We've been tracking the growing phenomenon of brands moving into original programming as part of our Brand Studios trend (see our 2018 Media & Marketing Look Ahead for more) – numerous examples can be explored in our New-Wave Branded Content report. But few brands are brave enough to create their own dedicated streaming platforms. Does BrewDog have a passionate enough fan base to sustain a subscription video service?

As usual, it depends on the quality of the content. Get that right, however, and there's no reason why BrewDog can't compete healthily in this space, as more and more consumers seek TV-like experiences away from traditional broadcast channels. See The Future of Television for more.