One of the most interesting last week news concerned the steeply rising of one of Europe’s most popular breweries at the time. Needless to say, I’m talking about the Scottish Brewdog that in the first quarter of 2010 saw an incredible +250% in sales volume. Very impressive, especially when you consider that at the same time the brewing industry showed a decline in sales of 5.1%. Brewdog currently produces over 400,000 bottles per month and exports in 17 different nations.

The previous results are very interesting showing a continuous growth of the Scottish brewery despite recent criticism. Recently, the originality and extravagance of the two founders, James Watts and Martin Dickie, seemed to have lessened and even the communication strategy – always one of their strengths – seemed to focus on trite and uninspiring themes. Past examples include: the challenge to the most alcoholic beer in the world engaged with the Germans of Schorschbräu. The description of the new Abstrakt brews, appeared little intriguing to shrewd enthusiasts as well.

It seemed that Brewdog had started a slack period, but then they published these excellent data. Who had thought in a moment of stagnation for the Scottish brewer (and I can not deny that among them there was myself), will necessarily change his mind.

James Watt, commented:

BrewDog is shaking the dust from the UK beer trade and carving a new path that is proving its popularity despite the economic crisis and a shrinking market. We launched BrewDog as a reaction against the bland, apathetic and tasteless beers that have become ubiquitous in recent years and our continued growth suggests we’re getting it right.

Now it’s interesting to see from what this success derives. Should be the demonstration of the effectiveness of their ad strategies: even if some disliked it, from the standpoint of pure marketing they would be absolutely flawless. Or it could be the result of growing popularity, due not to scoops but to consistency in brewing and to a range of high quality beers.

Sure is that Brewdog continues to churn out incredible growth figures demonstrating how a small manufacturer has become the largest independent brewery in Scotland in just three years. Like it or not, is a brewery unique of its kind in the European brewing scenario, obliging everyone to constantly rethink to the commercial potential of craft beer.