BrewDog Founder Gives 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. This time, he's not launching a new IPA or opening a hotel. Instead, he's doing something that feels almost unheard of in the business world: giving away free shares in his new company to his old investors. ### What's This New Venture? Watt's new beer company is called Second Best. It's a fresh start, a blank slate. And he's inviting the people who believed in him during the BrewDog days to come along for the ride. The offer is for former investors who backed BrewDog through its earlier crowdfunding rounds. They'll get a slice of Second Best without having to put in a single dollar. Think about that for a second. Most founders move on and leave their early backers behind. But Watt is flipping the script. He's essentially saying, "You helped me build one empire, so here's a stake in the next one." It's a bold move, and honestly, it feels more like a thank-you note than a business strategy. ### Why This Matters for Startup Culture This isn't just a feel-good story. It's a signal. In a world where startup founders often treat investors like ATMs, Watt is showing loyalty. He's acknowledging that those early believers took a risk. They bet on him when no one else would. Now, he's betting on them. - **Loyalty pays off:** Watt is proving that relationships matter more than quick exits. - **Trust is currency:** By offering free shares, he's building massive goodwill. - **New model for fundraising:** This could inspire other founders to think differently about their investor base. But let's be real. Not every founder can pull this off. Watt has the advantage of a proven track record. BrewDog grew from a scrappy startup into a global brand worth hundreds of millions. That kind of success gives you the freedom to be generous. ### The Fine Print (Because There's Always Fine Print) Of course, the details matter. The shares in Second Best aren't liquid yet. They're equity in a company that hasn't even launched its first product. So, while it's a free ride, it's also a gamble. The value of those shares could go up, down, or flatline. It's not a guaranteed payout. But here's the thing: Watt isn't asking for money. He's not running a crowdfunding campaign. He's just handing out ownership. That's rare. Most founders would sell those shares to raise capital. Watt is choosing to give them away. It's a move that builds a loyal community from day one. ### What This Means for You If you're in the startup world, especially in the US, this story should make you think. How do you treat your early supporters? Do you see them as partners or just checkbooks? Watt's approach suggests that the smartest founders invest in people, not just products. Second Best is still in its early days. But the strategy is already creating buzz. It's a reminder that business doesn't have to be cold and transactional. Sometimes, the best move is to be human. So, what's the takeaway? If you're building a company, consider how you can reward the people who got you started. It might not be free shares. It could be early access, discounts, or just a heartfelt thank-you. But whatever it is, make it genuine. Because in the end, the best brands are built on trust. And for Watt? He's betting that Second Best will be more than just a beer company. He's building a community. And that's a recipe for success.