Watt was 24 when he teamed up with school friend Martin Dickie. They got some “scary bank loans” and set up a brewer now credited with bringing craft beer to the masses. Signing a deal to supply Tesco within the first six months was critical to BrewDog’s success. The two Scots also excelled at quirky PR stunts to raise awareness and badge themselves as the pint-sized pretender yapping at the heels of big brewers. When BrewDog’s super-strong stout Tokyo was criticised for its 18.2 per cent ABV, Watt and Dickie responded with a low-alcohol alternative called Nanny State. Then they set about swiping the title of world’s strongest beer from a German brewery, naming their 41 per cent ABV challenger Sink the Bismarck. Their antics also included a drink laced with “herbal viagra” released ahead of Prince William’s wedding called Royal Virility Performance. The pair even dropped dozens of taxidermy “fat cats” over the City of London to raise awareness of their Equity for Punks fundraising. This presented BrewDog as a rebellious movement rather than a beer producer. With a $2bn valuation and more than 100 bars (and a few hotels), BrewDog is no longer a poodle-sized challenger.