“THIS is good, old-fashioned word-of-mouth marketing, but amplified for the digital age and scalable through our innovative technology.” That’s how beer tycoon James Watt describes his new business venture Social Tip, an app platform “designed to help make anyone an influencer”. The controversial entrepreneur , who co-founded Aberdeenshire-based beer behemoth BrewDog in 2007, confirmed last month that he was stepping away from the day-to-day running of the company and relinquishing the role of chief executive in favour of a newly-created position of “captain and co-founder”, but retaining his shares in the company.
Mr Watt, who stated his desire to “concentrate on his other projects and interests”, has secured backing from Haatch, a UK tech investment fund, and the British Investment Bank, for his start-up venture Social Tip which rewards “everyday people for posting about the brands they love by paying them in real cash”. BrewDog co-founder James Watt steps down as beer company CEO Already signed up are high-profile brands including pet food firm Bella & Duke, Huel, PureGym, Slug & Lettuce, Virgin Pure, and BrewDog, in which the businessman remains heavily involved. “This is good, old-fashioned word of mouth marketing but amplified for the digital age and scalable through our innovative technology,” said Mr Watt.
“The most powerful marketing we ever had for BrewDog had nothing to do with us. It wasn’t the stunts, and it certainly wasn’t advert.
