BrewDog boss mocks Molson Coors purchase of craft brewery
on 17/02/11 at 2:53 pmBeer
James Watt, co-founder of controversial Scottish brewer BrewDog, has labelled Molson Coors’ purchase of Sharp’s brewery “an act of panic” as he lauded the UK’s renewed passion for craft beer.
Molson Coors last month snapped up Sharp’s, which produces Doom Bar, in a deal understood to be in the region of £20 million.
Watt, whose company has come under fire from health watchdogs and alcohol industry observers for its extra-strong beer releases such as the 32% abv Tactical Nuclear Penguin, the 41% abv Sink the Bismark and the 55% abv The End of History, claims that Molson Coors moved in order to ensure they didn’t miss out on the craft beer revolution, rather than it being a canny business move.
“Molson Coors buying Sharp’s brewery is an act of panic, not commercial nous,” said Watt.
“Buying a small brewery does not buy you a craft beer soul. All this does is prove they can see the change is coming and recognition that the market is shifting; it won’t help them be a part of it.
“They, along with every other mainstream brewery, are shaking in their boots.”
Watt was speaking as BrewDog, Scotland’s largest independent brewery, announced record sales for 2010, including a 230% rise in UK sales alone.