Breaking news this morning: BrewDog bar to open in Norway. Or, on closer scrutiny: One step closer to one or more BrewDog bars opening in Norway. I’m sorry that I forgot to credit Ølportalen (in Norwegian) as the source for this.
Three Norwegians have secured a franchise agreement with BrewDog, establishing BrewDog Bar AS. They will not run the bars themselves, but in McDonald’s style deliver everything. Beer engines, interior design, cash registers .. and beer.
Two of the three investors are involved in newly established 7 Fjell Bryggeri in Bergen, which is rapidly making a reputation for high quality beers. They are distributed nationally by Cask Norway, who also distributes BrewDog along with other acclaimed breweries from around the globe.
I am not in the restaurant industry, and I am no accountant, either, so I cannot give an economic analysis of this venture. Of course BrewDog is a familiar name in Norway, Cask Norway has done a great job, getting their beers on the supermarket and Vinmonopolet shelves in remote outskirts of the land. The market is also ready for trendy beer bars appealing to the younger crowd – there are a number of them already, at least in Oslo.
But on the other hand, there are some extra obstacles around here.
- They cannot name it BrewDog. The rest of the graphic design also has to be toned down to follow the rather draconian Norwegian legislation when it comes to advertising alcoholic beverages. Pump clips seem to be all right, but apart from that they have to limit themselves to a clinical list of the beers on offer. This means that a lot of the promotional effect of using the well established brand name will be lost.
- The concept of these bars is expensive beer in small glasses, even in markets where beer is cheap compared to Norway. If you add an extra link in the supply chain – the Norwegian franchise holders – and top up with Norwegian taxes and Norwegian wages, the cost of a beer could be astronomical.
They could go for low rent neighbourhoods, playing on the rough, no frills style of their bars. OR they could go for the other end of the market, finding prime spots where the customers don’t worry too much about the prices.
I have followed, with amazement and amusement, the BrewDog penomenon from its early days. I have enjoyed (most of) their beers, and I have praised them on this blog before they became a world famous brand.
I welcome BrewDog Bar to the Norwegian scene. I doubt that their bars (singular or plural) will be my favourite hangouts. But, as I wrote about Mikkeller Stockholm recently, all beer bars or pubs do not need to appeal to all discerning beer drinkers any more. There will be niches for various segments – and we old-timers will have to adjust. What a luxury!