Using equity crowdfunding to build a loyal brand community: The case of Brewdog

Luca Sabia, Robin Bell, David Bozward

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)
123 Downloads (Pure)


This case study provides a critical understanding of the connection between start-up investment and the development of a loyal brand community. Learners develop an appreciation of how engagement in crowdfunding campaigns can lead to the creation of engaged partners. This is explored through applying the Business Model Canvas to the case of BrewDog, a company that has expanded beyond the niche market of craft brewing to become an international brand. The use of crowdfunding has not only enabled Brewdog to raise the capital to finance expansion but also to develop a special relationship with some of their customers, who through investment and engagement can become partners in the product development process.
Original languageEnglish
Pages (from-to)202-212
Number of pages11
JournalThe International Journal of Entrepreneurship and Innovation
Issue number3
Early online date14 Mar 2022
Publication statusPublished - 14 Mar 2022

Bibliographical note

This article is distributed under the terms of the Creative Commons Attribution 4.0 License ( which permits any use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (


  • BrewDog
  • business model
  • business model Canvas
  • customer partnership
  • entrepreneurial marketing
  • equity crowdfunding
  • value creation


Dive into the research topics of 'Using equity crowdfunding to build a loyal brand community: The case of Brewdog'. Together they form a unique fingerprint.

Cite this