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The BrewDog co-founder apologized to former employees after posting an open letter strongly criticizing the company and the culture within it.
Dozens of former employees, who called themselves Punks With Purpose, posted a damning open letter to Twitter and their website Wednesday evening, claiming that “the real culture of BrewDog is, and apparently always has been, fear.”
Managing Director James Watt responded on Twitter, saying BrewDog was “sorry” and “determined to do better.”
He said: “We are committed to doing better, not just in reaction to this, but always; and we’re going to reach out to our entire team past and present to find out more.
“But above all, at this moment, we are sorry.
“It’s hard to hear those comments, but it must have been harder to say them.
“We appreciate this and will strive to honor this effort and courage with the real change it deserves.”
He added, “We are not going to make excuses, we are going to take action.
“From our commitment to sustainability to our passion for beer, BrewDog has always been defined by taking responsibility and continuous improvement. This is no exception.
Mr. Watt founded the Ellon-based brewery with Martin Dickie in 2007.
© EVENING EXPRESS James Watt and Martin Dickie of Brewdog on stage
Photo by Critic DARRELL BENNSHavy
Punks With Purpose posted a lengthy open letter to Twitter and their website.
A passage addressed directly to Mr. Watt says: “You are responsible for this rotten culture.”
“Your attitude and actions are central to how BrewDog is viewed, inside and out.
“By valuing growth, speed and action above all else, your business has achieved incredible things, but at the expense of those who have made your dreams come true.
“As a result of your success, people are exhausted, scared and miserable. The real culture of BrewDog is, and apparently always has been, fear.
BrewDog responds
The famous beer company’s human resources team has launched a rival open letter in response to the highly critical one created by the group of former workers.
In an email to current staff, posted on Twitter by union Unite Hospitality, the brewery’s “people team” asked for names to be added to a letter listing a number of benefits of being a BrewDog employee .
The email says, “We just can’t let social media posts go without putting our own perspective forward.
Dog-brewer
“A bunch of disgruntled employees can’t dictate to the world what it’s like to work at BrewDog in 2021.
“Our experiences are just as valid as theirs, and we also need the world to hear our voice. “
The original tweet credited the email to Mr. Watt, who responded to correct the attribution.
To add insult to injury, the CEO of @BrewDog has now emailed all staff encouraging them to sign a counter letter dismissing the deep-seated fears of current and former staff. Deplorable stuff from @BrewDogJames
Please do not sign this letter. pic.twitter.com/WHTdZXH2ar
– Unite Hospitality (@FairHospitality) June 10, 2021
‘You were always on our minds’
BrewDog’s email begins by going directly to Punks With Purpose, saying, “Wow.
“We hear you, loud and clear.
“And honestly, we’re a little surprised and sad that working at BrewDog has left such a negative impression on you.
“But we’re also a little proud, because reading your letter reminded us of how bold, articulate and determined each of you are – that’s what we loved about you when you worked at BrewDog.”
The HR team ends with a quote from an Elvis Presley song: “Maybe we haven’t loved you as often as we could have.
“But you were always on our minds.”
“Lost Forest” plans
BrewDog recently revealed plans for a “green” hotel, distillery and campsite as part of the company’s drive to environmental sustainability.
The plans, said to be for 9,300 acres of land on the Kinrara estate near Aviemore, would also develop the UK’s ‘biggest’ forest and peatland restoration project, according to Mr Watt.
The plans were revealed in a blog post posted by Mr Watt earlier this year.
The blog post said work would begin in August after the site, which is in Cairngorm National Park, sold for 7.5 million.
Mr Watt wrote: We have purchased a huge piece of land in the Scottish Highlands where we will embark on the largest native forest establishment and peatland restoration project ever in the UK.
“The scale is staggering – BrewDog’s Lost Forest is larger than 17 real countries.”
He added, “We will plant millions of trees to create a biodiverse deciduous forest and ecosystem. “
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