BrewDog has kicked off celebrations having set a new crowdfunding record in its own inimitable style, by chartering a helicopter to fly over London and drop taxidermy ‘fat cats’ from the air.
Each embalmed podgy cat clutches a copy of the craft brewer’s Equity for Punks prospectus, which aims to raise £25m of capital in just three weeks.
BrewDog founder James Watt said: “This round of Equity for Punks has got off to a great start so we went behind enemy lines to conduct a symbolic gesture that heralds the extinction of the City fat cat. This is our way of showcasing the viability of alternative forms of finance, it is our own anti-propaganda propaganda. It’s a glorious combination of art, guerrilla warfare, taxidermy and feline sartorial elegance.
"Crowdfunding should no longer be seen as a niche alternative, but a proven, workable option for those libertines and change-makers who want to shake up the status quo.”
The stunt aims to highlight how BrewDog is ditching the city to rely on its own patrons to raise the cash, a strategy which has seen it rack up £5m in funding in the 20 days since the scheme’s launch.