Brew dog at it again !

[Questions]

BrewDog has issued a ‘formal apology’ to The Portman Group after the independent complaints panel found that the craft brewer had encouraged anti-social behaviour and binge drinking with its Dead Pony Club ale advertising – in breach of the alcohol marketing code.

Expressing ‘indifference and nonchalance’ at the ruling BrewDog went on to attack double standards in the industry which protect ‘gigantic faceless brands’ and stymie ‘creativity and competition’.

In a combative statement James Watt, co-founder of BrewDog, said: “On behalf of BrewDog PLC and its 14,691 individual shareholders, I would like to issue a formal apology to the Portman Group for not giving a shit about today’s ruling. Indeed, we are sorry for never giving a shit about anything the Portman Group has to say, and treating all of its statements with callous indifference and nonchalance.”

“Unfortunately, the Portman Group is a gloomy gaggle of killjoy jobsworths, funded by navel-gazing international drinks giants. Their raison d’être is to provide a diversion for the true evils of this industry, perpetrated by the gigantic faceless brands that pay their wages. Blinkered by this soulless mission, they treat beer drinkers like brain dead zombies and vilify creativity and competition. Therefore, we have never given a second thought to any of the grubby newspeak they disseminate periodically.”

“While the Portman Group lives out its days deliberating whether a joke on a bottle of beer is responsible or irresponsible use of humour, at BrewDog we will just get on with brewing awesome beer and treating our customers like adults. I’m sure that makes Henry Ashworth cry a salty tear into his shatterproof tankard of Directors as he tries to enforce his futile and toothless little marketing code, but we couldn’t give a shit about that, either.”

“We sincerely hope that the sarcasm of this message fits the Portman Group criteria of responsible use of humour.”

 

[Normal Rob]

Just how much does that guy love himself?

 

[Questions]

Just how much does that guy love himself?

He ruffles peoples feathers, gets a bit more publicity and just carries on making stunning beer.

 

[vegster]

Just how much does that guy love himself?

He's been at the Sanatogen or the Buckie again.

 

[Questions]

He's been at the Sanatogen or the Buckie again.

Just look at who are behind that group though. They don't like newcomers.

How anyone who makes Carlsberg can comment on beer and how it should be advertised or drunk is beyond me.

 

[Monkey Man]

Brewdog may make good beer (not as good as they think it is, but still good) but it's just a shame the central plank of their marketing seems to be to pick ridiculous fights with their peers.

The Portman Group and its code are there for a reason. This country has a huge problem with its drinking culture and the Portman code is an attempt by the industry to keep its house in order. If Brewdog want to portray themselves as mavericks who operate outside this code then they risk undermining self-regulation and inviting all kinds of government intervention into the way alcohol is bought and sold. And it will affect their business, whether or not they "give a shit".

 

[Albion Dan]

He ruffles peoples feathers, gets a bit more publicity and just carries on making stunning beer.

Stunning is pushing the description. They are very good at PR/Marketing and the beer is decent but there are many small breweries making better.

 

[Normal Rob]

Brewdog may make good beer (not as good as they think it is, but still good) but it's just a shame the central plank of their marketing seems to be to pick ridiculous fights with their peers.

The Portman Group and its code are there for a reason. This country has a huge problem with its drinking culture and the Portman code is an attempt by the industry to keep its house in order. If Brewdog want to portray themselves as mavericks who operate outside this code then they risk undermining self-regulation and inviting all kinds of government intervention into the way alcohol is bought and sold. And it will affect their business, whether or not they "give a shit".

I think that is an informed way of backing up what i thought. The guy is a tit.

 

[Dick Knights Mumm]

I can't be arsed to find out what that is all about - but I am not sure the impact of pubs selling very strong beer in a session beer culture has fully played out. This is not particularly a Brew Dog thing - although I have been in one of their pubs and was surprised at the strength of the beers - and it may have been an issue for many years without me noticing.

But how do people drink 6% plus (and some are 7 and 9%) beers as part of an evening drinking (without falling over) ?

 

[Herr Tubthumper]

Brewdog may make good beer (not as good as they think it is, but still good) but it's just a shame the central plank of their marketing seems to be to pick ridiculous fights with their peers.

The Portman Group and its code are there for a reason. This country has a huge problem with its drinking culture and the Portman code is an attempt by the industry to keep its house in order. If Brewdog want to portray themselves as mavericks who operate outside this code then they risk undermining self-regulation and inviting all kinds of government intervention into the way alcohol is bought and sold. And it will affect their business, whether or not they "give a shit".

Oh for ****s sake come on. The county has a "huge problem with it's drinking culture", so where do you think the issue lies? Is it with an artisanal craft brewer or the people who drink way too much and spewing up or worse? By all means tackle UK drinking culture but please identify where the issue actually exists and do not waste other people's time.

 

[Herr Tubthumper]

PS I liked the comment about the shatterproof tankard

 

[Herr Tubthumper]

Stunning is pushing the description. They are very good at PR/Marketing and the beer is decent but there are many small breweries making better.

I personally think some of their beer is well well above just decent. Personally their barrel-aged 7.7 lager is to this day the best lager I have had. Punk IPA is a fantastic beer as well. I'm really into 5am Saint as well. But I agree there is a lot of choice and competition out there...which is brilliant.

 

[Herr Tubthumper]

As an aside I'm off to Munich tomorrow for 4 days

 

[tinycowboy]

As an aside I'm off to Munich tomorrow for 4 days

Ah, Franziskaner Hefe-Weissbier. Yum.

 

[Flex Your Head]

How was the Dead Pony Club ale advertised, and what was it which caused the claims of anti-social behaviour?

 

[Bozza]

Brewdog are from the same "There's no such thing as bad publicity" school as Ryanair - they'll take any opportunity they can, and be as controversial as they can, to get their name out there.

There are two differences between Brewdog and Ryanair though...

1. Brewdog's clientele lap up their oh-so-funny stunts (because)...
2. Brewdog's clientele enjoy consuming their product.

 

[Monkey Man]

Oh for ****s sake come on. The county has a "huge problem with it's drinking culture", so where do you think the issue lies? Is it with an artisanal craft brewer or the people who drink way too much and spewing up or worse? By all means tackle UK drinking culture but please identify where the issue actually exists and do not waste other people's time.

Most of the drinks industry acknowledges the fact that problem drinking exists across the spectrum. Most people in the industry are now doing their bit to act responsibly in their marketing - and that includes specialist wine retailers, craft brewers and many others that don't appeal to the people you see vomiting in West Street on a Saturday night.

If Brewdog want to break ranks for their own PR purposes, that's up to them. But I'm not buying this idea that they're the voice of reason in this episode. They're an extremely self-serving company that thrives on controversy, which is fine, but if they think they sit outside the debate on sensible drinking they're deluded.

 

[Hotchilidog]

Dead Pony Club is at the low alcohol end of the Brew Dog spectrum and is very nice. I'd consider it a more responsible brew than some of their others. They also do a passable non-alcoholic beverage Nanny State which means I can still have a beer in the Star if I am having an off day.

 

[Razzoo]

Their marketing shtick is cringe inducing but the beers are good, you don't judge a book by it's cover do you?

 

[Herr Tubthumper]

Most of the drinks industry acknowledges the fact that problem drinking exists across the spectrum. Most people in the industry are now doing their bit to act responsibly in their marketing - and that includes specialist wine retailers, craft brewers and many others that don't appeal to the people you see vomiting in West Street on a Saturday night.

If Brewdog want to break ranks for their own PR purposes, that's up to them. But I'm not buying this idea that they're the voice of reason in this episode. They're an extremely self-serving company that thrives on controversy, which is fine, but if they think they sit outside the debate on sensible drinking they're deluded.

Just because they do not agree with The Portman Group and have a different approach does not mean they sit outside the debate. They provide an alternative view point and stance; but are very much part of the debate as the press release shows. And given that under The Portman Group's watch binge drinking has actually increased maybe it is time for an alternative approach?