They've been doing that for years, you get a free beer on your birthday, etc.
Been successful for them and their customers.
Wouldn't be too surprised if they directly inspired deliveroo to do the same, that someone in Deliveroo's UK head office is a brewdog shareholder and suggested it off the back of that. They seem to be trying to build a similar kind of brand.
> Therefore, subject to the following paragraph, the Offer will be closed in all of the Approved Jurisdictions, except for the United Kingdom, on and from 10:59 p.m. (GMT) on 31 December 2020 ("EU Closing Date").
One needs to reside in US, AU, UK, Ireland or Spain? to be able to participate.
Are the books cooked? Who knows. What are the share classes, and how do they relate to each other? Who knows. What are the bylaws, and how is board composition determined? Who knows.
All of these are huge. People get misled by far simpler products (like loans) all the time, let alone something like this.
Yes, you can cook the books. That doesn't make the product complex.
It is fair to point out that some tech IPOs (We work comes to mind) had pretty sketchy corporate structuring and stock classes.
But I don't think there's any simpler financial product than equity.
You can do the same kind of financial engineering with bonds. Do you really know what's in the covenant? Is there even a covenant to speak of? People have been getting burnt for decades now by companies finding creative ways to separate the collateral from the loan.
Retail investors will only be able to purchase IPO shares through the app after making a purchase through deliveroo so maybe they are just trying to use this as a small promotional tool for the app.