BrewDog is a brewery and pub chain best known for their top selling Punk IPA


BrewDog is a brewery and pub chain best known for their top selling Punk IPA. The company was established in 2007 out of their passion and love for craft beer. BrewDog strives to create an environment that is a far cry from the standard corporate office culture.

Challenges for the company.



The aim was to reach employees, both desk and non-desk workers, with the same message and at the same time.

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With a growing workforce and multiple locations across the globe, BrewDog needed to bring their employees together remotely.



Employees should be alerted to new product launches and initiatives at the same time that they go live for customers on social media.

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Well-being and mental health was a focus for BrewDog, particularly in the midst of a pandemic. Support needed to be easily accessible for everyone.

Brewed For Success - the results in numbers.


80 %
Just under 80% of all BrewDog employees were on-boarded onto to the app in under 6 months.
70 %
BrewDog achieves an average of 70% employee engagement on their app every month.
70 % +
of monthly app posts are either liked or commented on by employees.

A mobile-first solution connecting BrewDog’s diverse global workforce across their warehouses, bars, restaurants and support centres.

BrewDog’s app Huddle has become their ‘single source of comms’. It’s the one place where employees can access anything; from the latest product launch information, to mental health support.

Brewdog Huddle Overview page
Brewdog Huddle Startpage on mobile
Brewdog Huddle Home Screen
VOICES-SM Teaser-1200x630px-Karen and Alex Gated

Brewed For Success:

How BrewDog Connected a Global Workforce During the Pandemic
BrewDog’s app Huddle wins Award category Best Launch Strategy

An Award-Winning Launch Strategy

Developing the employee app is one thing, but persuading employees to engage is something else. BrewDog’s app Huddle connected their diverse workforce in the midst of the pandemic. With a phased approach and some beer giveaways, employees were fully migrated across in just under 6 months.

BrewDog Huddle Employee App Desktop Startscreen and Mobile Startscreen

Employees’ ‘single source of comms’

Huddle is the one place where employees can access anything; from the latest BrewDog product launch information, to mental health support. All the company content is available in one app, which is accessible on each employee’s smartphone. So whether they’re at a desk or behind the bar, they can find out what’s going on.

We wanted a comms solution that we knew would reach every single employee at the same time, with the same message, so we would no longer have to rely on somebody else to interpret and communicate their own version of our message.

Karen Bates Group People Director, BrewDog

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