The Times has published a piece today about the benefits of blogging. The point of the article is vague and is lacking in links to the sites mentioned as well as actionable tips but I’m pleased that they are combating the normal gloom and doom of business reporting by showcasing a success story from Brewdog.
One thing I’m surprised about is that Brewdog has yet to send samples to the UK’s largest bloggers. If you want a sample from them why not leave a comment below with your blog URL and we will see if James Watt from Brewdog can oblige 🙂
Soon after starting up, Scottish beer business Brewdog was struggling to sell its product until its co-founders hit on the idea of using the internet to market their distinctive beers.
“It was a hard sell locally at first,” said co-founder James Watt. “People had grown up with lager, and a lot of the pubs in Scotland are tied. So we decided to see if we could interest overseas beer enthusiasts online. We could see an opportunity in places like Sweden and America where specialist beers are popular,” he said.
Watt found the most popular bloggers in each country and sent free samples to them. Having built a following, they convinced local importers to sell their beer and international orders took off. Today exports account for 80% of sales.