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Hi everyone!

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Back in Module 4, as part of the Sustainability Reporting Feature, we shared BrewDog's Mega Report and analysed their sustainability initiatives. Thus, today we thought we'd share with you their Blueprint, which was released at the end of May, as it is a good example of how intent can be turned into actions and be communicated.

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Their business is built upon three foundational pillars: Beer, People and Planet. In this new document published by the company, they have developed four different blueprints, each of which includes a variety of initiatives that they will undertake. Below you can get an overview of the blueprints and their initiatives they include:

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People Blueprint 👫

• Employee Ownership Programme. They are sharing almost £100m of BrewDog equity with their team members.
• Bars 50% Profit Share. BrewDog bars now share 50% of their profits with the people who work in them.
• The BrewDog Alumni Club. TheBrewDog Alumni Club formally recognises the contribution that all of their former team members have made and also thanks them for their efforts with lifetime benefits and products.
• The BrewDog Transparency Dashboard. They are taking transparency a step further by sharing the latest information on employer scores, carbon footprints, their headcount, tree planting initiatives and even what new and special beers are in their tanks.
• Signature BrewDog People Benefits. This gives an overview of the 13 benefits employees are entitled to when working for the company.

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Planet Blueprint 🌍

• The Lost Forest. In order to reduce their carbon footprint and take ownership of their impact on the world, they have bought 9,308 acres in the Scottish Highlands where they are creating the lost forest, which is capable of pulling up to 1 million tonnes of carbon dioxide out of our atmosphere.
• Carbon Reducing Strategy. Gives an overview of all actions that the company is taking to reduce its carbon footprint, stating what they have achieved so far and what they are aiming for in the future.

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Beer Blueprint 🍺

• Good people drink good beer. Gives an overview of how they expect to continue doing good business while innovating and staying true to the original brand.

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Future Growth Blueprint 📈

• BrewDog production investments. Investing large amounts of capital into improving and innovating their production lines, as well as investing to grow the brand awareness country-wide of their Japanese joint venture and increase significantly the number of outlets where customers can find the brand.
• BrewDog bars. In 2022 they are opening 26 new bars, expecting to create 1,000 new jobs this year.

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We think this is a great business action, demonstrating responsibility and intent through clear actions and objectives. If you'd like to have a look at all of these initiatives in more detail, you can have a look at the document below 👀👇

The_BrewDog_Blueprint.pdf