BrewDog Founder Offers Free Shares in New Beer Venture

Jan de Vries · 2026-05-26

### A Bold Move from BrewDog's Founder James Watt, the co-founder of the iconic Scottish brewery BrewDog, is making headlines again. This time, it's not for a quirky marketing stunt or a new IPA. Instead, he's doing something that feels genuinely generous. Watt is planning to hand out free shares in his latest venture, a beer company called Second Best, to former investors who backed BrewDog early on. It's a move that feels both personal and strategic. Think of it like a thank-you note, but with real financial value attached. For those who believed in BrewDog when it was just a scrappy startup, this is a chance to get in on the ground floor of something new. And for Watt, it's a way to build goodwill and loyalty from day one. ### What's the Deal with Second Best? Second Best isn't just another craft beer brand. According to reports, it's positioned as a more accessible, everyday option. While BrewDog is known for bold, high-alcohol beers and a rebellious image, Second Best aims to be the reliable go-to for casual drinking. Think of it like the difference between a luxury sports car and a dependable sedan. Both have their place, but one is for the daily commute. Watt's plan involves rewarding early supporters with equity in this new company. It's a clever way to tap into an existing network of passionate fans who already understand the craft beer world. These aren't just customers; they're brand ambassadors who have skin in the game.  ### Why Free Shares Matter Offering free shares isn't just a nice gesture. It's a smart business move. Here's why: - **Loyalty:** Investors who get free equity are more likely to stick around and promote the brand. - **Funding:** While the shares are free to the investors, the move can generate buzz and attract new capital from others who want in. - **Trust:** It signals that Watt values his community and is willing to share the upside. This approach mirrors what some tech startups do with employee stock options, but here it's applied to a broader group. It's a way to democratize ownership in a world where most people never get a piece of the pie. ### The Bigger Picture for European Startups This story is more than just a brewery update. It reflects a growing trend in European entrepreneurship: using equity to build communities. In the United States, startup culture has long embraced stock options and equity grants. But in Europe, it's still catching on. Watt's move could inspire other founders to think differently about how they reward early supporters. At the same time, there's a broader conversation happening about startup incorporation in Europe. The EU Inc proposal, for example, aims to simplify cross-border business formation. It's a push to make it easier for startups to scale without getting bogged down in bureaucracy. If passed, it could level the playing field for founders like Watt who want to reward investors across different countries. ### What This Means for Investors For the investors who get these free shares, it's a no-brainer. They're getting equity without putting up any new cash. But there's a catch: the value of those shares depends on Second Best's success. The craft beer market is crowded, and new brands face stiff competition. Still, with Watt's track record, there's reason to be optimistic. If you're an investor in the US watching this from afar, take note. This kind of community-driven equity model could become more common. It's a reminder that sometimes, the best investments aren't just about money. They're about relationships. ### The Bottom Line James Watt's decision to offer free shares in Second Best is a masterclass in building brand loyalty. It's generous, strategic, and forward-thinking. For European startups, it's a case study in how to engage your earliest supporters. And for beer lovers, it's a reason to keep an eye on what comes next. Whether you're a founder, an investor, or just someone who enjoys a cold one, this story has something to offer. It shows that in business, a little gratitude can go a long way.