Controversial microbrewer BrewDog has promised it will retain its marketing and communications approach in the US having provisionally agreed to build a 100,000 square foot site in Columbus, Ohio.
The brewer, which has caused much debate amongst the alcohol community in the UK in recent years with its provocative marketing, sparked fury when it used dead animals as beer bottle holders and was criticised by the Portman Group on several occasionas, including the creation of a beer called Speedball to actively challenge the organisation's policies.
Founder James Watt told The Drum that expanding into what can be an even more conservative country such as the United States would not mean that Brew Dog would lose its tone of voice.
"BrewDog exists to make everyone as passionate about great craft beer as we are - and everything we do is driven by that. Nothing will change in the U.S.," said Watt.
"We do what we want to do, not simply what people want us to do. We say what we think, regardless of what people want to hear. We make the beers we want to drink, not beers tailored for demographics, consumer demand or national holidays.
"It doesn't matter what country we find ourselves in, we will never compromise our passion, culture and approach - it's what thousands of people across the globe have invested in through Equity for Punks. Our US fans want the true BrewDog to stand up and be counted in America, and frankly we don't know how to deliver anything else. We certainly won't patronise them by diluting any of our messaging," he expanded.
The new offices in the US will host the headquarters for the country, a visitor centre, a craft beer restaurant and a taproom while also employing 100 staff. Five bars will also open in the west coast, north east and Florida.