Scottish brewer Brewdog, which earlier this year was accused of ‘operating under a culture of toxic fear’ has now been found by the Advertising Standards Authority of misleading customers. The findings follow a ‘solid gold’ promotional campaign to customers found to be nothing of the sort.
The brewer offered customers a chance of finding a can of beer made of gold amongst cases bought through its online store. However, when winners started receiving the prizes, they discovered the beer cans were not solid gold, they were in fact plated with three microns of gold.
Winners then complained to the Advertising Standards Authority who have now found the promotion as misleading.
In response to the ASA’s ruling, James Watt, co-founder and chief executive at Brewdog, said: “We hold our hands up, we got the first gold can campaign wrong.” Today the brewer has also launched a new campaign, with the chance to win 1 of 10 diamond encrusted gold cans or £25k cash equivalent.
More than 100 former employees at Brewdog have now formed a group called Punks with Purpose to tackle what they label as a toxic workplace culture at Brewdog. The group is now also extending its remit to the wider hospitality and drinks industry.
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Hospitality & Catering News: Advertising Standards Authority find Brewdog’s claim of “solid gold” misleading. – 20 October 2021 – Advertising Standards Authority find Brewdog’s claim of “solid gold” misleading.
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