Equity for Punks from BrewDog on Vimeo.

(Aberdeen, SCOTLAND) – BrewdogJames (a.k.a. James Watt) has been hinting for close to two weeks that BrewDog would change the world on October 20th and now we know why. BrewDog is now BrewDog PLC. What does that mean? Those in Europe can now buy shares of the brewery. The brewery has launched a complete campaign to announce the eIPO which can be viewed on EquityforPunks.com.

The price per share is 230 GBP. In addition to receiving dividends and having a say in running the company, you get a 20% lifetime discount on purchases made at BrewDog.com. One tweeter noted that you can apparently have up to four joint applicants. Does that mean that you can split a share four ways and still get 20% off for life?

Beer author, Chris Routledge, has some valuable input as to why BrewDog is going in this direction: “Today BrewDog issued shares in the company as part of a plan to build a new brewery north of Aberdeen. They need to raise upwards of £2 million to build an energy self-sufficient brewhouse with many times the capacity of the current facility.” The move is reminiscent of Full Sail Brewing offering up shares of the company to its employees many years ago though BrewDog obviously takes that a step further.

According to the press release, two prominent executives are now joining Brewdog as part of the new deal: “Keith Greggor and Tony Foglio, two of the world’s most prolific drinks industry figures who were jointly responsible for growing Skyy Vodka into a billion dollar brand before selling Skyy Spirits LLC to Campari 2007, have invested a minority stake in the Fraserburgh-based brewery and have joined BrewDog’s management team, with Greggor becoming a company director. The duo’s key focus will be to help grow BrewDog PLC and particularly to increase sales and distribution in the USA which is already a key export market.”

The full press release can be found here.