BrewDog calls in advisers to supervise potential sale after ‘worst boss on the planet’ James Watt stepped away from main hipster beer enterprise

BrewDog has called in advisers to oversee the potential sale of the craft beer giant after CEO James Watt, who previously dubbed himself ‘the worst boss in the world’, stepped down in 2024.

The business has appointed restructuring experts AlixPartners in a move which could see one of Scotland’s best-known companies broken up or sold off. 

It is understood that BrewDog has started to look for buyers, with a quickfire deadline set for offers. 

However no decision has yet been made in respect of the sale process. 

The move, which the company said is focused on ‘strengthening’ its ‘long-term future’, comes after the beer giant reported a cumulative £148million in pre-tax losses over five consecutive years of decline. 

Chief executive Mr Watt, who married Made In Chelsea‘s Georgia Toffolo last year, stood down from the top job in May 2024, instead taking on the newly-created position of ‘captain and co-founder’. 

The same year, BrewDog reported losses of £37million.

And in July last year ten BrewDog bars were closed across the UK – including its first pub in Gallowgate, Aberdeen, not far from its Ellon HQ. 

It operates 72 bars around the world as well as four breweries. 

A BrewDog spokesperson said: ‘As with many businesses operating in a challenging economic climate and facing sustained macro headwinds, we regularly review our options with a focus on the long-term strength and sustainability of the company.

‘Following a year of decisive action in 2025, which saw a focus on costs and operating efficiencies, we have appointed AlixPartners to support a structured and competitive process to evaluate the next phase of investment for the business.

‘This is a deliberate and disciplined step with a focus on strengthening the long-term future of the BrewDog brand and its operations.

‘BrewDog remains a global pioneer in craft beer: a world-class consumer brand, the number one independent brewer in the UK and with a highly engaged global community.

‘We believe that this combination will attract substantial interest, though no final decisions have been made.

‘Our breweries, bars and venues continue to operate as normal. We will not comment on any further speculation.’

Last month, BrewDog announced it was closing its distilling brands, sparking concerns for jobs at its facility in Ellon, Aberdeenshire.

The company, founded in 2007, said it made the decision to focus on its beer products.

In recent years, BrewDog has found itself at the centre of a number of controversies including over its workplace culture. 

Former workers accused the beer company in 2021 of operating a ‘culture of fear’ and said there were ‘toxic attitudes’ towards junior employees. 

And in 2022 its controversial former CEO Mr Watt was accused of inappropriate behaviour and abuse of power. 

Former BrewDog USA workers told the BBC how his behaviour made them feel ‘uncomfortable’ and ‘powerless’. 

Lawyers for Mr Watt denied these claims but a complaint to Ofcom over the corporation’s documentary exposing his alleged inappropriate behaviour was thrown out by the broadcasting watchdog in February 2024. 

Months later, in May the same year, Mr Watt stepped down as chief executive after leading the company for 17 years. 

He said in a statement: ‘During my time at the helm of BrewDog, there have been highs and lows, up and downs, crazy successes and incredibly hard challenges.

‘When I look back on the last 17 years my overwhelming feeling is one of gratitude.’ 

Also in 2024, BrewDog sparked fury after announcing it would no longer hire new workers on the real living wage and instead pay below the legal minimum wage.  

The Mail previously revealed how in December 2024 Mr Watt led a party of 15 through the Aberdeenshire village of Braemar for his stag do. 

At one point during their night out the group stopped at Bertie’s Whisky Bar in the ultra-fashionable Fife Arms Hotel and racked up an eyewatering bill of nearly £159,000 after ordering ten Laphroaigs dating back to the 1940s – at £4,000 a pop. 

A further 15 tots of 50-year-old Balvenie were added to the tab – swelling it by £67,500. 

While it was not known who foot the bill, it was certainly well within the former BrewDog boss’s financial reach, with an August 2025 estimation that together with his reality TV star wife, the pair were worth £425million. 

Mr Watt’s fortune came from the rise of BrewDog, which began life in his garage nearly 20 years ago. 

The beer giant rose to fame after a number of publicity stunts which Mr Watt had himself masterminded. 

These include riding a tank through the City of London and projecting his naked image onto the Houses of Parliament.