BrewDog, the Scottish craft brewer best known for brands such as Punk IPA, has confirmed it has appointed AlixPartners to run a “structured and competitive” process to assess the business’s next phase of investment. This move that has fuelled speculation the company could be sold, or potentially broken up into separate parts.
In a statement, BrewDog said the decision follows “a year of decisive action in 2025” focused on cost control and operating efficiencies, describing the appointment as a “deliberate and disciplined step” aimed at strengthening the long-term future of the brand and its operations. The company also stressed that bars and breweries will continue to operate as normal while options are evaluated.
AlixPartners is widely recognised for its work in, turnaround and restructuring. It is often engaged by businesses that are under pressure or looking to make significant changes quickly.
Its reported that the process could explore multiple outcomes, from attracting fresh investment to an outright sale, with some commentary suggesting bidders may be interested in different elements of the group (for example, the brewing/brands side and the bar estate) if a break-up delivers better value than a single transaction.
For customers and employees, BrewDog’s message is reassurance: day-to-day operations continue and “no decisions have been made”. For stakeholders, the key point is that this is now a structured process rather than informal market soundings — meaning the company is likely to move at pace to test appetite and options.
This announcement is another sign of how hard the hospitality markets remain, with input costs, wage pressures and cautious spending continuing to squeeze margins across the sector.
If your business is facing similar pressures and you are worried about trading or paying creditors then it is vital to act early. This makes any sudden issues more manageable.
Written ByRobert Moore
Marketing Manager
Rob has over two decades of experience in web and general marketing. He has extensive knowledge of the Insolvency sector and has helped many worried directors with their questions.
Rob is now working with the Board at RMT to develop strategic marketing programmes to support the business plan and drive more company rescues.
