What's happened
Two major UK-based brands, the YouTuber collective behind Sides and BrewDog, are planning significant expansion. Sides aims to open Scottish restaurants this year amid global growth, while BrewDog faces potential breakup after calling in investors. Both stories highlight shifts in UK business landscapes.
What's behind the headline?
Strategic Growth vs. Financial Turmoil
The expansion plans of Sides reflect a confident push into the UK and international markets, leveraging the popularity of the Sidemen to boost brand presence. Their focus on opening in Scotland aligns with their ambition to dominate the hot chicken category.
Conversely, BrewDog's situation underscores the volatility of rapid growth. Once a trailblazer in craft beer, it now faces potential breakup, with calls for new investors amid declining sales and operational cutbacks. This contrast highlights how different business models—brand-driven expansion versus financial restructuring—play out in the UK.
The coming months will determine whether Sides can sustain its growth trajectory or if BrewDog's restructuring will stabilize its long-term prospects. Both stories exemplify the ongoing evolution of UK food, beverage, and lifestyle brands amid economic pressures and changing consumer preferences.
What the papers say
The Scotsman reports that Sides plans to open in Edinburgh, Glasgow, and Livingston, with further expansion into Cardiff and Liverpool, driven by the brand's momentum and international demand. The company’s managing director, Aaron Moore-Saxton, emphasizes growth during 2026, with international markets like India, Malaysia, and the UAE also on their radar.
Meanwhile, The Scotsman also details BrewDog's financial struggles, including a potential sale of parts of its business after calling in consultants AlixPartners. The company, founded in 2007, has experienced losses, job cuts, and the closure of bars, with founders James Watt and Martin Dickie moving into different roles. The article highlights the company's historic marketing tactics and recent operational challenges, emphasizing the uncertain future of the brewery.
Both articles provide contrasting perspectives: one optimistic about aggressive expansion, the other cautious amid financial instability, illustrating the diverse trajectories of UK brands in the current economic climate.
How we got here
The Sides brand, launched in 2021 by the Sidemen YouTube group, has expanded across the UK and internationally, with plans to open Scottish outlets in Edinburgh, Glasgow, and Livingston. Meanwhile, BrewDog, founded in 2007, has grown rapidly but now faces financial challenges, with consultants brought in to explore new investment options amid recent losses and restructuring.
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