As BrewDog undergoes a “refresh”, YouGov BrandIndex data finds all the brewer’s brand health metrics have declined notably over the past year.
BrewDog’s brand refresh last week has attracted plenty of attention, as the brewer unveiled a series of redesigned cans, a new menu in its bars and wiped its Instagram account to signal “a new era”.
However, data accessed by Marketing Week suggests BrewDog’s refresh comes amid a struggle with declining brand health. According to YouGov BrandIndex, the firm’s index score, which is an overall measure of brand health, averages at 5.2 for the year ending 3 June 2025. That figure is down versus the year prior, when BrewDog achieved a brand health score of 7.8.
The bar business has seen an even more dramatic fall in brand health over the past year, according to YouGov, halving to 1.9 from 4.1 the year prior.
