familiar with their beer out of the tap, brand awareness soared and bottle sales soon followed. BrewDog have a core range of five beers, and then produce new beers every month with limited edition offerings that can be one-off, seasonal or annual. With the establishment of their Roppongi bar in 2014, they have a good foothold in the Japanese market. Their next steps are to broaden their distribution channels and are working to get the brand to the wider public by selling on Amazon and through such outlets as Natural Lawson and Aeon supermarkets. Croll has the following advice to companies wanting to break into the Japanese market: 1) Time and patience are two of the most important qualities to have. 2) Find a good local partner to work with. 3) Listen to the needs of the market – in Japan, space is a premium, and in the case of BrewDog, this meant reducing their bottle case sizes for this market.
4) Listen to your customers – feedback is the key to improvement. 5) Be passionate about your product; you have to live it and love it before you can expect others to! - brewdog
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- Winter '08
- Jean-Christian Lambelet
- Brewing, Brewdog, Scottish Craft Beer Company