Page 24 - BrewDog Case Study
P. 24
2012
In May 2012, BrewDog was voted Scottish Bar Operator of
the Year by the members of the British Institute of
Innkeeping (II).
However, just before the ceremony, a member of Diageo,
that sponsored the event, allegedly informed the organisers
that no further backing would be forthcoming if the award
went to BrewDog.
BrewDog declined to collect the award and Diagio was
forced to apologise. But BrewDog took the opportunity to
denounce Diageo as
“a band of dishonest hammerheads and dumb-ass
corporate freaks”, which showed “just how scared and
jealous the gimp-like establishment are of the craft
beer revolutionaries”.
Twitter hashtag #andthewinnerisnot was trending soon
around the world.
2014
In 2014 Portman again claimed BrewDog to be in breach of
their Code of Practice “for encouraging both anti-social
behaviour and rapid drinking” through the labelling of the
Dead Pony Club IPA, a 3.8% west coast-style pale ale, which
stated “Drink fast, live fast, sleep late and rip it up down
empty streets.” which they claimed placed undue emphasis
on the strength and intoxicating effect of the alcohol in the
product.”
Watt responded through the BrewDog’s website by stating “I
would like to issue a formal apology to the Portman Group
