How We Are Still Learning from the BrewDog Story: BrewDog's Journey and Leadership Lessons for Cultural Transformation

It’s been nearly a year since BrewDog made headlines with a bold culture shake-up, and honestly, it’s a story I just keep coming back to. Why? Because even after all this time, I can’t help but see the ripples of similar challenges in so many businesses today. Every week, I hear stories from leaders navigating toxic work environments, dealing with disengaged teams, or trying to turn things around.

BrewDog’s story isn’t just a case study for the media; it’s a mirror for many organisations, big and small. What fascinates me most isn’t just the “what happened” part—we all know about the toxic allegations and the eventual departure of their CEO. What’s truly gripping is the “what now” and “what next” elements. What lessons are leaders taking away from this? What can we still learn to help our own teams thrive?

So, let’s dive in. What does the BrewDog story teach us about culture, leadership, and the hard road to genuine transformation?

The BrewDog Backstory: What Went Wrong

Before we talk about the turnaround, let’s take a moment to reflect on the storm that brought BrewDog to this crossroads. Once hailed as a trailblazing craft beer brand, BrewDog faced allegations of toxic workplace culture, employee mistreatment, and a leadership style that was called “fear-driven.”

The backlash wasn’t just an HR issue—it was a brand crisis. Customers, investors, and even employees began questioning whether BrewDog’s rebellious image masked deeper problems.

For me, this story hits close to home because so many leaders still find themselves in a similar position. Maybe not with the same public scrutiny, but with the same foundational issues: a misaligned culture, disengaged teams, and leadership that isn’t walking the talk.

The Turning Point: A New Era of Cultural Transformation in Leadership

When BrewDog’s CEO stepped down, the company had two choices: patch up the cracks or completely rebuild. To their credit, they opted for the latter.

The new leadership team didn’t just tweak policies—they went all-in on cultural transformation. They listened to their employees, engaged with external advisors, and committed to fostering a healthier, more inclusive workplace. It wasn’t about quick fixes; it was about building trust and proving that they were serious about change.

What Leaders Can Learn from Brewdog' Journey

Now, here’s where things get really interesting for me—and hopefully for you, too. BrewDog’s journey offers lessons that are as relevant today as they were a year ago. Let’s talk about a few of them:

1. Leadership Sets the Tone

I’ve seen it time and time again: if the top leaders aren’t embodying the values they want their teams to live by, the culture won’t stick. BrewDog’s new leadership team had to walk the walk, not just talk the talk. They set the example by prioritising transparency, collaboration, and employee well-being.

For leaders in other organisations, this is a reminder that culture starts at the top. If you’re not modelling the behaviours you want to see, why would anyone else?

2. Change Takes Time (and Consistency)

One of the most valuable lessons from BrewDog is that cultural transformation isn’t an overnight process. It’s messy, uncomfortable, and requires ongoing commitment.

This resonates so strongly with what I see in my own work. Leaders need to stay the course, even when it’s challenging. Quick wins are great, but lasting change happens through consistent effort and accountability.

3. Listening is Non-Negotiable

A key part of BrewDog’s turnaround was actively listening to employees. They opened channels for feedback, acknowledged past mistakes, and worked to rebuild trust.

This isn’t just a “nice-to-have”—it’s essential. Employees are often the first to spot cultural cracks, and their insights are invaluable for fixing them. As a leader, creating a safe space for open dialogue is one of the most powerful things you can do.

Why This Still Matters

What makes BrewDog’s story so relevant today is that these culture challenges aren’t going away. In fact, I’d argue they’re more pressing than ever.

In a world where hybrid work, economic uncertainty, and shifting employee expectations are the norm, organisations need strong, responsible leadership to navigate the chaos. It’s not enough to have a great product or a clever marketing campaign—if your culture isn’t solid, everything else will eventually crumble.

My Takeaways

Reflecting on BrewDog’s journey has reinforced some truths I hold close in my own work with leaders:

• Leadership isn’t about perfection; it’s about progress. Acknowledging mistakes and committing to better is more powerful than pretending to have it all together.

• Transformation starts with people, not policies. You can’t “policy” your way out of a toxic culture. Change happens through relationships, trust, and shared vision.

• Culture is a competitive advantage. In today’s business landscape, your workplace culture can make or break your success. It’s not just an HR issue—it’s a business priority.

Final Thoughts

I hope this reflection on BrewDog’s story inspires you to think about your own leadership and organisational culture. Whether you’re facing similar challenges or just looking for ways to keep your team engaged and thriving, there’s so much we can learn from their example.

And if there’s one thing I’ll leave you with, it’s this: cultural transformation isn’t a one-time event. It’s a continuous journey. As leaders, it’s our job to keep asking the hard questions, pushing for better, and building workplaces where people can truly thrive.

What are your thoughts? I’d love to hear how this resonates with your own experiences.