LEADERSHIP & STRATEGY
audiences in 2016 . After closing in summer 2017 , it had garnered a community of thousands of investors raising more than $ 6m . With the Brewer ’ s Association anticipating the craft beer market to account for 20 % of the total beer market in America by 2020 , BrewDog is poised to take all it has created in Europe and establish itself through its base in Ohio with Robinson installed to drive integration into the US market .
Fuelling that integration is BrewDog ’ s unique approach to CSR . “ We ’ ve announced we ’ ll be giving away 20 % of our profits every year - 10 % will be shared equally among our staff and 10 % will be donated to charities chosen by our people and our Equity Punks ,” explains Robinson . If the brewer achieves its projected targets , BrewDog will donate in excess of $ 58mn via this Unicorn Fund in the next five years alone .
Giving away 20 % of our profits , forever , is not about altruism ,” maintains Watt . “ It is about impact . It ’ s not about profits . It is about purpose . This is the biggest community-fuelled , crowdfunded charity contribution
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