Brewdog, the rebellious Scottish craft beer company once lauded for its rapid global expansion and edgy marketing, has announced a sweeping round of job cuts across several departments at its head office and flagship brewery in Ellon, Aberdeenshire. The move, revealed to staff in an internal email on October 3, 2025, comes after the company posted a staggering £37 million loss for the previous year—its fifth consecutive year of pre-tax losses, now totaling a sobering £148 million, according to BBC News and STV News.
The announcement, delivered by CEO James Taylor, marks a significant moment for the company, which only months earlier saw the departure of co-founder Martin Dickie. In the email, Taylor acknowledged the gravity of the decision: “We’ve made the difficult decision to right-size parts of the business. These changes have affected a number of roles across several departments. Impacted individuals and teams have now been informed, and we’re working closely with them to manage the transition with care and support.” He added, “We know change can feel unsettling, and we don’t take these decisions lightly. But we are confident that the steps we’re taking now will help us operate more simply, stay focused, and drive the business forward.”
Unite the union, which represents many Brewdog employees, responded swiftly to the news, describing the cuts as “major job cuts” and a “deeply worrying sign for the company’s future.” In a statement, the union said, “After weeks of uncertainty, this is a deeply worrying sign for the company’s future. We shall be supporting all affected members to secure everything they’re entitled to.”
The scale of the cuts has not been officially confirmed, but both BBC News and STV News report that roles at the Ellon brewery and the company’s head office are among those affected. The news follows an already turbulent year for Brewdog. In June 2025, the company shuttered ten of its UK bars, including its flagship bar on Aberdeen’s Gallowgate—the first Brewdog bar ever opened, back in 2010—and another in Dundee. The closures were attributed to those locations being “no longer commercially viable.”
Brewdog’s challenges have been mounting for some time. The company, founded in 2007 by James Watt and Martin Dickie in the small Scottish town of Fraserburgh, quickly rose to prominence with its brash branding, innovative beers, and high-profile marketing stunts. Over the years, Brewdog expanded to operate about 60 pubs across the UK and established a global presence. Yet beneath the surface, financial woes have been brewing. Five straight years of pre-tax losses have eroded confidence, both internally and externally.
The timing of the job cuts also coincides with another major development: Brewdog’s sale of the Kinrara rewilding estate in the Scottish Highlands. The company had purchased the estate in 2020 for £8.8 million, promising to create the UK’s largest native woodland and peatland restoration project—an ambitious plan supported by the sales of its Lost Forest lager. However, the project struggled to gain traction. Critics pointed out that many of the newly-planted trees failed to grow, and several buildings earmarked for transformation into an eco-hotel, distillery, and outdoor centre were sold off. This week, Brewdog sold the estate to Oxygen Conservation, a land investment firm, effectively ending its high-profile rewilding initiative.
For many observers, these developments signal a period of crisis for Brewdog. The company’s leadership has undergone significant changes in recent years. James Watt, who co-founded Brewdog with Dickie at the age of 24, stepped down as chief executive officer in 2024 and transitioned to a newly created role as “captain and co-founder,” retaining his shares in the business. Meanwhile, Martin Dickie left the company and the alcohol industry altogether just two months before the latest job cuts, citing “personal reasons.”
The company’s culture and employment practices have also faced scrutiny. In January of the previous year, Brewdog attracted criticism after announcing it would no longer hire new staff on the real living wage, opting instead for the lower legal minimum wage. The backlash was swift, with many questioning the company’s commitment to its employees and its much-touted progressive values. The latest round of job losses, coming on the heels of these controversies, has only intensified concerns about the company’s direction and stability.
Despite these setbacks, Brewdog’s leadership remains publicly optimistic. Taylor’s email to staff emphasized the need to adapt to a “tough and fast-changing market” and expressed confidence that the restructuring would help the company “operate more simply, stay focused, and drive the business forward.” Yet, for many employees, the mood is understandably somber. The union’s intervention underscores the uncertainty facing those whose jobs are on the line and raises broader questions about the future of a company that once seemed unstoppable.
For the wider craft beer industry, Brewdog’s struggles are a cautionary tale. The sector has seen rapid growth over the past decade, but with that growth has come increased competition, rising costs, and shifting consumer preferences. The closure of bars deemed “no longer commercially viable” reflects broader challenges facing hospitality businesses across the UK, many of which are still grappling with the economic fallout from the pandemic and ongoing inflation pressures.
Brewdog’s story is also one of ambition and risk. From humble beginnings—selling hand-filled bottles out of a van at local markets in Fraserburgh—Watt and Dickie built a brand that became synonymous with the craft beer revolution. Their willingness to take bold risks, whether launching controversial marketing campaigns or investing in large-scale environmental projects, set Brewdog apart. But as the company’s recent financial results and strategic retreats show, not all risks pay off.
As the dust settles on the latest round of job cuts, the future of Brewdog hangs in the balance. The company still commands a loyal following and a strong brand, but it faces a long road to recovery. Much will depend on whether the leadership’s efforts to “right-size” the business can restore profitability and rebuild trust among staff, customers, and investors alike.
For now, Brewdog’s journey serves as a reminder that even the most daring disruptors are not immune to the harsh realities of the business world. The coming months will reveal whether the company can weather the storm and reclaim its place at the forefront of the craft beer industry—or whether its best days are behind it.
