BrewDog Founder Offers Free Shares in New Beer Venture

Jan de Vries · 2026-05-26

James Watt, the co-founder of the craft beer giant BrewDog, is making headlines again. But this time, it's not about a new IPA or a controversial marketing stunt. Instead, Watt is turning his attention to a new beer company called Second Best. And he's doing something unusual: he's giving away free shares to people who invested in BrewDog's earlier crowdfunding rounds. Here's the deal. Watt wants to reward the early believers who helped BrewDog grow from a scrappy Scottish startup into a global brand worth hundreds of millions of dollars. These investors took a risk on him back when BrewDog was just a dream. Now, he's offering them a piece of his next venture, Second Best, without asking for a dime. ### What Is Second Best? Second Best is Watt's new beer brand. It's still early days, but the idea seems to be a return to basics. Think simpler beers, fewer frills, and a focus on what Watt calls "honest brewing." The company is separate from BrewDog, which Watt left in 2024 after stepping down as CEO. He's now putting his energy into this new project, and he wants the BrewDog community to come along for the ride. The offer is for free shares in Second Best. That means former BrewDog investors who participated in the company's Equity for Punks campaigns will get a stake in the new firm. It's a smart move. It builds goodwill, creates buzz, and taps into a ready-made audience of thousands of passionate craft beer fans.  ### Why Free Shares Matter Giving away equity might sound crazy, but it's a proven strategy. When you give people a piece of the pie, they become more than customers — they become advocates. They'll tell their friends, buy the beer, and stick with the brand through thick and thin. For Watt, this is also about trust. BrewDog faced criticism over the years for its workplace culture and aggressive growth tactics. By offering free shares, Watt is signaling that he values the people who backed him early on. It's a way to rebuild bridges and start fresh with Second Best. ### What This Means for Investors If you invested in BrewDog's crowdfunding rounds, you might be eligible for free shares in Second Best. Here's what you need to know: - The offer is for former Equity for Punks investors. - Shares are free — no purchase necessary. - You'll need to watch for official communication from Second Best. - The number of shares depends on your original investment. This is a rare opportunity. Most startup founders don't give away equity to past investors. But Watt is betting that loyalty pays off. And for investors, it's a chance to get in on the ground floor of a new venture without risking any money. ### The Bigger Picture This story is about more than free beer shares. It's about how founders can build community and reward loyalty. In the startup world, early investors take the biggest risks. They bet on an idea when no one else will. Watt's move acknowledges that debt and tries to repay it in a meaningful way. Second Best is still a small operation. It's not going to compete with BrewDog anytime soon. But the free share offer could help it grow fast. If the beer is good and the community rallies behind it, Second Best might just become a serious player in the craft beer scene. For now, keep an eye on your inbox if you're a former BrewDog investor. And if you're not, this is a good reminder that sometimes the best investments come from loyalty, not just logic.