Union says anxious Brewdog staff fear job losses after investors called in

Staff at Brewdog say they feel shaken and uncertain after learning the Aberdeenshire-based craft beer giant could be sold or broken up, with many discovering the news through media reports rather than internal briefings.

The company has brought in financial experts from AlixPartners to attract new investors, a move that could ultimately result in the business being sold off in full or in parts. According to the Unite union, employees are “upset” and “really concerned” about what the development means for their livelihoods.

Union officials say they have been inundated with messages from worried workers since the potential sale became public. Many of those contacting Unite are employed at Brewdog’s Ellon site, where the company operates one of its breweries.

Bryan Simpson, Unite’s hospitality lead, said staff had received only a single email from senior management outlining the situation. Some workers, he added, learned of the possible sale through press coverage rather than directly from their employer.

“Let’s be clear, this isn’t just the potential collapse of a brand, this is people’s jobs, this is people’s rent, how they pay their bills and their childcare, and yet they are being informed about the sale of their employer through the press. That is morally unacceptable,” Simpson said.

He called for immediate clarity on employment prospects and warned that if redundancies are planned, workers must be properly consulted and informed as soon as possible. “They cannot have job losses without consultation and without ensuring they get the maximum they are due,” he added.

Simpson also revealed that some employees have already seen their contracted hours reduced from 32 to 24 per week, leaving them about £400 worse off. For many, that reduction has intensified fears about what may follow if new investors take control.

In a separate email to staff, seen by BBC Scotland News, Brewdog described the decision to bring in AlixPartners as a “normal and prudent step”. The company stressed that the move does not alter day-to-day operations, existing roles or its immediate plans.

In a media statement, Brewdog said it had decided to seek external financial support after operating in a “challenging economic climate”. It added that the objective was to strengthen the long-term sustainability of the business.

Founded in 2007 by friends James Watt and Martin Dickie, Brewdog grew from a small Aberdeenshire start-up into a global craft beer brand. The company now employs around 1,400 people and operates breweries in Ellon as well as in the United States, Australia and Germany. It also runs about 60 bars across the UK.

However, the business has faced mounting financial and operational pressures. Last year, Brewdog announced the closure of 10 bars across the UK. A few months later, it confirmed job cuts after posting a £37m loss.

In January, the company said it would stop producing its Lonewolf Gin and Abstrakt Vodka brands at its Ellon distillery. Those decisions followed years of scrutiny over its marketing campaigns and workplace culture.

Further controversy erupted in 2024 when Brewdog revealed it would no longer hire new staff on the real living wage, opting instead to pay the lower legal minimum wage.

James Watt stepped down as chief executive in 2024, moving into a new role as “co-founder and captain”. Martin Dickie left the business last year for personal reasons.

For now, Brewdog insists its operations remain unchanged. But for hundreds of staff across Ellon and beyond, uncertainty hangs heavily in the air as questions grow over who will ultimately take control and what that will mean for their jobs.