Brewdog’s new spirits offering Lone Wolf distills its punk ethos into a brand obsessed with purity and truth – but is it enough to break into a world outside of beer?
Lone Wolf, the new spirits business backed by Brewdog, wants to be seen as a brand that fights for the “truths” of the alcohol industry – a calculated step away from its parent company’s self-proclaimed punk ethos.
While Brewdog continues to rage against the establishment (despite unwittingly being a part of it) through its plethora of well-documented PR stunts, Lone Wolf’s tone of voice is more stoic; it promises consumers an intellectual revolution rather than a shouting, swearing, dead squirrel-toting one.
“Lone Wolf goes it alone,” the brand’s managing director Doug Bairner told The Drum at last Read full story ›
Source: The Drum
