Scotland-based brewer BrewDog is considering selling its craft beer business as consultants explore new investment options. The company has appointed AlixPartners to oversee the potential sale. Founded in 2007 by James Watt and Martin Dickie, BrewDog is known for popular beers such as Punk IPA and Elvis Juice. The move follows last month’s announcement that the company would close its distilling brands, raising concerns about jobs at its Ellon facility in Aberdeenshire. No final decision has been made regarding the sale, but BrewDog confirmed that the process will be structured and competitive to attract potential investors. A company spokesperson said the aim is to strengthen the long-term future of BrewDog’s operations. “As with many businesses facing challenging economic conditions, we regularly review our options to ensure the long-term strength of the company,” the spokesperson said. “Appointing AlixPartners is a disciplined step to evaluate the next phase of investment.” The brewer emphasized that it remains a global leader in craft beer. BrewDog is the UK’s number one independent brewer and has a highly engaged international community. “We believe this combination will attract substantial interest, though no final decisions have been made,” the spokesperson added. Despite the uncertainty, BrewDog’s breweries, bars, and venues continue normal operations. The firm also noted that it will not comment on speculation beyond the formal sale process. Last October, BrewDog announced job cuts after reporting a £37 million loss. The company employs around 1,400 people and operates 72 bars worldwide, along with four breweries located in Scotland, the United States, Australia, and Germany. The company said the decision to close its distilling brands is part of a strategic focus on its core beer products. Analysts say the sale, if completed, could involve breaking up parts of the business to attract investors interested in specific assets or brands. BrewDog has built a reputation as a craft beer pioneer. Its brand combines a loyal fan base with strong global recognition. Industry experts note that these qualities could make the business attractive to potential buyers, despite broader economic challenges. The Ellon brewery, the company’s original site, remains central to its production. BrewDog has emphasized that the ongoing sale process will prioritize long-term sustainability for both employees and the brand. Market observers suggest that the sale could reshape BrewDog’s presence in the global craft beer market. Investors are likely to consider the brand’s reach, its dedicated customer community, and its operational footprint in multiple countries. BrewDog’s leadership has stressed that the company remains committed to maintaining the quality and consistency of its beer products during this period. The firm also aims to protect its global operations and retain its position as a leading independent brewer. The potential sale highlights the challenges facing craft beer companies operating in a competitive and economically uncertain market. BrewDog’s proactive approach to investment and restructuring could serve as a model for other breweries looking to balance growth with financial stability.