FROM dead squirrels and tanks to stuffed toy cats raining down on the City, Brewdog is as well known for its publicity stunts as it is for its beer, but even as a giant model dog is paraded through the streets of London, the rules of engagement have changed for the Ellon business.

Critics of James Watt and Martin Dickie’s growth strategy and marketing masterplan were pretty much silenced in April when TSG Consumer Partners ploughed more than £200m into the business for just a 23 per cent stake.

That investment irrevocably changed BrewDog. No longer a Scottish craft brewer with global ambitions, it had become a global craft brewer.

Yesterday’s announcement that it was returning to its fans to raise investment came with a shopping list more suited to the multinational corporations the brewery has spent a decade railing against.

If Brewdog is successful in raising £50m it will realise its ambitions of competing directly with the big boys, a brewery in Asia the most eye-catching plan.

The last two crowd-sourced investment rounds brought in £19m and $7m (£5.3m) respectively, so the £10m initial target is perhaps more realistic than £50m, but Brewdog can certainly never be accused of lacking ambition.

If it hits its target and the plans come to fruition, the next publicity stunt could have the budget of a Hollywood blockbuster.