The idea was to promote its crowdsharing public offering for Brew Dog USA.
BrewDog USA Inc. took to the skies of New York City in a helicopter dispatching taxidermy ‘fat cats’ carrying brochures about its share offering of 800,000 shares at $50 each.
Intended as ‘anti-propaganda propaganda’, the former cats openly mock the caricature of the Wall Street fat cat banker, with pinstripe suits and bloated bellies, parodying the image of the greedy investment banker that BrewDog rails against.
Thrown from the skies by co-founders James Watt and Martin Dickie, dozens of the guerrilla felines parachuted into the bustling city below.
This launch is the second round of ‘Equity for Punks USA’, following the brewer’s first round in 2016, which raised more than $7 million before closing last July.
BrewDog aims to raise $10 million for round two, as it continues to expand its footprint in the United States.
From its state-of-the-art brewery in Columbus, Ohio, BrewDog has been rolling out its craft beer across America, and the beer is now distributed widely across seven states including Ohio, Kentucky, Tennessee, New York, Pennsylvania, Indiana and Illinois.
The brewery currently has three bars in Columbus, with many more aiming to launch in the next 12 months.
In cities where BrewDog sees more than 500 people investing in Equity for Punks USA, the brewer will endeavor to open a BrewPub in that city within the next 18 months.
Prospective investors in the fast-growing American beer business can visit www.equityforpunksusa.com to find out more and invest online.
Funds from this latest round of Equity for Punks USA will support BrewDog’s growth in America, with plans to potentially include new bars in Cincinnati, Indianapolis, Pittsburgh, Louisville and Cleveland.
It will also be using funds to expand its Columbus brewery, including a new events venue, developing a sour beer facility, and an automated keg line to help it meet demand for production.
Every Equity for Punks USA investor will receive a wealth of unique benefits and rewards, including 5% discount in any of the 50 BrewDog bars worldwide and a 10% discount for its U.S. online store.
It will also offer 10% discount on rooms at DogHouse, the world’s first crowdfunded craft beer hotel, which is set to open on site at the brewery in Ohio in late Summer.
For those who invest more than $50,000, the brewery will ‘BrewDog your house’, creating a fully-functioning BrewDog bar in your home.