brewdog.com website review

10 images could be 3.2 MB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 14.2 s faster on a phone.

About 552 KiB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 2.4 s faster on a phone.

22 files are served with short cache lifetimes, so returning visitors download them again (560 KiB).

Your mobile performance score is 46. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (Accessibe Accessibility Overlay, TikTok and Cookiebot and others), adding 3.9 MB and 765 ms of main-thread time.

4 files block the first paint until they finish downloading. Deferring or inlining them could save about 800 ms.

Shopify costs a phone 81 ms of main-thread work and 3.2 MB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

A phone's processor spends 3.2 s on main-thread work while loading, 1.6 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

The page has 1,691 HTML elements. Above 1,500, rendering and every interaction get slower on phones.

9 long tasks block the main thread while loading, the longest for 228 ms. During a long task the page ignores taps.

About 18 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 150 ms faster on a phone.

2 KiB could be saved by minifying JavaScript.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 50 ms).

Polyfills for old browsers add 9 KiB JavaScript that modern phones do not need.

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

3 KiB could be saved by minifying CSS.

Your largest element takes 32.6 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image “Image description”.

The page becomes fully interactive after 36.8 s. Good is under 3.8 s.

Visually, the page fills in at 8.4 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 3.4 s on a phone. Good is under 1.8 s.

Scripts block taps and scrolling for 582 ms in total while the page loads. Good is under 200 ms.

1 image have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 119 ms to 121 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 7.3 MB in 320 requests on a phone: images 4.5 MB (38), scripts 1.5 MB (91) and other files 1.0 MB (176). Under 2 MB keeps phones on slow connections fast.

Linda_Skate---Colour-Fill.gif weighs 5.0 MB. On a phone connection a single image that size takes seconds.

2 images are downloaded at several times the size a phone draws them, for example Linda_Skate---Colour-Fill.gif at 1,395 px wide, shown at 266 px. Resized copies would save about 3.4 MB.

2 images (5.0 MB) are JPEG, PNG or GIF. The same pictures as WebP or AVIF are usually much smaller at the same quality, and every current browser shows them.

Advent_BoxCans_1x1_-_2048_x_2048.png is on the first screen but marked loading="lazy", so the browser waits before fetching it and the page looks finished later. Load it eagerly (and give it fetchpriority="high" if it is the main image).

1 image further down the page (57 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 2.08 g of CO₂e: 249.7 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

2 dropdowns have no label.

ARIA roles used must conform to valid values: 1 element on the page fails this check, rated critical by axe-core.

1 button has no accessible name, so screen readers announce just “button”.

ARIA dialog and alertdialog nodes should have an accessible name: 1 element on the page fails this check, rated serious by axe-core.

1 image has no alt text, which hurts accessibility and image search.

All page content should be contained by landmarks: 8 elements on the page fail this check, rated moderate by axe-core.

Landmarks should have a unique role or role/label/title (i.e. accessible name) combination: 2 elements on the page fail this check, rated moderate by axe-core.

Banner landmark should not be contained in another landmark: 1 element on the page fails this check, rated moderate by axe-core.

Document should not have more than one banner landmark: 1 element on the page fails this check, rated moderate by axe-core.

2 form fields have no label, so screen readers announce an empty box and autofill guesses.

1 visible link has no text or label, so screen readers cannot say where it goes.

Headings skip levels (h1 → h3), which makes the page harder to scan with a screen reader.

There are 2 <h1> headlines (“Choose Craft” and “CHRISTMAS AT BREWDOG”). One clear main headline is easier for people and search engines.

Your meta description is 165 characters; Google truncates after about 160, so the end of your pitch is cut.

Structured data found (WebSite) but with 1 problem, for example “WebSite: missing name”.

Open Graph is missing og:title and og:description, so shared links fall back to guesses.

No twitter:card tag. X falls back to Open Graph, which is incomplete here.

The homepage links to 207 pages on brewdog.com and 10 external pages.

There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

We fetched 15 pages linked from your homepage (of 76 found) and read each the way a search engine does.

1 third-party cookie is set on load; browsers are restricting these, so whatever relies on them breaks.

4 errors were logged to the browser console while the page loaded, for example “Uncaught (in promise) Error: Bloomreach Engagement initialization failed”.

1 image is displayed at the wrong aspect ratio, so it looks stretched or squashed.

Large scripts ship without source maps.

Chrome logged issues while loading the page (“Cookie”).

HSTS is set, but max-age is 91 days; one year is the recommended minimum.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

No Permissions-Policy header to switch off camera, microphone and location for embedded content.

X-XSS-Protection is set to “1; mode=block”; the header is deprecated and can introduce bugs. Use 0 or remove it.

There is no /.well-known/security.txt telling researchers how to report a security problem to you.

brewdog.com has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

brewdog.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

Your longest form asks for 11 fields (6 required). Every extra field lowers completion.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

No guarantee or risk reducer (money-back, free trial, no credit card) is mentioned, which is often what tips a hesitant visitor.

The homepage carries about 651 words of visible text.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Google Ads, Google Analytics, Google Tag Manager, Hotjar and Meta Pixel and 2 mores (measured from a US location before any click). A consent tool (Cookiebot) is installed; check it blocks these until visitors agree where the law requires it.

Opening the homepage sets 26 cookies (measured from a US location before any click).

Loading the homepage contacts 31 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.