The Client

Since 2007, BrewDog have embarked on a mission to revolutionise the craft beer landscape.

Fuelled by a relentless passion for craft beer and a commitment to challenging convention, BrewDog quickly became an emblem of disruption and excellence in the craft beer market. From their humble beginnings, the brand’s ambitions grew exponentially, leading to the creation of some of the world’s most iconic beers. BrewDog’s unapologetic attitude towards experimentation and their dedication to sourcing only the finest ingredients have propelled them to the forefront of the craft beer scene.

The Challenge

Unbeknown to many, BrewDog have a long-standing history with cycling and an existing, engaged and already active global community of riders. An organically evolving and growing group of riders that were regularly meeting, riding and using BrewDog bars as general ride meeting places.

It was time to recognise and deservedly reward this cycling community with an improved experience online and offline. Our task was to enable BrewDog to better connect and engage with like-minded riders brought together by a passion of great beer and bikes.

The Result

Brand workshops were conducted to firstly establish a clear position and proposition for the newly renamed Ride Out community, also ensuring alignment with the broader ambitions of BrewDog. In a continued drive to bring Ride Out to life, we conceptualised & created bike friendly venues by equipping specific bars with stands, tools, and plenty of secure bike parking to enjoy a post-ride pint.

Digitally, we collaborated with Strava to develop the Ride Out Hub, a dedicated platform on the BrewDog website. This hub allows riders to join local Strava Clubs, discover and participate in nearby rides and even sign up to become a ride leader. Launched earlier this month, Ride Out has been welcomed by riders across the UK and internationally from around the globe with rides taking place regularly in Australia and the USA.

No better way to mark the launch than the first EuroBike industry Ride Out & Burger Night in Frankfurt.

“Brandwave’s collaboration on the Ride Out project with BrewDog has been fantastic. They understood our brand and the cycling community, delivering an exceptional experience for our community. The Ride Out Hub, developed in collaboration with Strava, has been a game-changer, providing our riders with a dedicated platform on the BrewDog website to connect, discover nearby rides, and even become ride leaders. The response from our community has been overwhelming, with riders across the UK and from around the world joining the movement, organising rides in places as far as Australia and the USA. Brandwave’s dedication and creativity brought together craft beer and cycling, creating something special for our community. We couldn’t have asked for a better team to help us recognise and reward our devoted riders.”

Lauren CarrolChief Marketing Officer - BrewDog