Brewdog suffers another PR mishap in ‘solid gold’ can upset
A winner of Brewdog’s “solid gold” beer can has asked the advertising watchdog to investigate the brewer’s claim the can is worth £15,000.
The Advertising Standards Authority (ASA) has confirmed it is looking into the matter, the BBC reported, and Brewdog stands by the valuation.
Brewdog offered 10 people to chance to find what it described as a “solid gold” can worth £15,000 in a case of its beer.
Adam Dean, from Shropshire was one of the winners of the can, and later contacted the ASA after the can’s makers, Thomas Lyte, told him it was actually brass with a 24 carat gold plating.
“I had it valued by a jewellery expert. He told me it was only worth £500. I’m just totally disappointed and I want it resolved. I legally entered a competition to win a solid gold can but I’ve not got that. I asked for shares to make it up to £15,000 and Brewdog basically said no, so I called the ASA,” he told the BBC.
In response, Brewdog admitted the use of “solid gold” phasing was a mistake, adding: “Once the error was flagged by our internal teams, we immediately removed or changed all such mentions.”
The brewer said the £15,000 valuation was “reasonable based on multiple factors”, including the manufacturing price, metal and quality of the product.
It added that the cans were collectables, with value “somewhat detached from the cost of materials.”
Earlier this month an open letter to Brewdog from former employees was posted online, accusing the brewer of being a “toxic” employer.
The letter said working at the company led staff to become mentally ill, and alleged staff had been asked to cut corners for the business that many felt uneasy with, including bypassing customs when sending beer to the US.
At the time CEO James Watt apologised, adding: At Brewdog our people are our main priority, which is why the open letter we saw on Twitter was so upsetting, but so important.
“Our focus now is not on contradicting or contesting the details of that letter, but to listen, learn and act.”