BrewDog ad banned for implying beer beats boredom and loneliness

For Brewdog, a poster was banned by the advertising observer because he implies that alcohol could overcome boredom, loneliness or disappointment.

It was the title of the advertisement for the firm’s winger beer in May: “Brewdog. I always got your back.”

Underneath: “Some things in life fail-wifi fails, the weather is hostile and your friend ‘five minutes’ turns into a full-scale delay. But Wingman? Wingman stands intact. Always at the station, always ready for task, always took your back.

Waiting for advertising standards (ASA) said he got a complaint. Brewdog said the ad promises a reliable quality instead of implying any relief.

The company said that the advertising has the effects of beer therapeutic or mood, or that the ad claims or implies that alcohol is a necessary or life priority.

ASA, the name of the poster’s name, “always at the station, always ready for task” references and a flying jacket, helmet and glasses that refers to some images, including some images.

He also noted that Brewdog describes IPA’s Wingman session in reliable quality.

However, someone was “disappointed and bored, potentially alone” comparison of scenarios “is likely to be seen as problematic,” he said.

“This means that Wingman’s boredom, frustration and potentially loneliness was a solution to overcome problems.

He said: “For these reasons, we thought that advertising could overcome the boredom, loneliness or other problems of drinking alcohol, and concluded that they violate the code.”

Asa decided that the ad should not be visible again: “Brewdog told that future ads did not imply that the boredom of drinking alcohol, loneliness or other problems.”

“We accept ASA’s decision in our last Wingman ad, and we were disappointed with the outcome we believe that it does not reflect the spirit or intention behind the campaign.”

Not the first Brewdog ad criticized by ASA.

In July 2022, An e-mail was sent to Brewdog customers and claimed that fruit flavored beers were considered “one of five people a day”.. The regulator warned that the ad cannot be visible again and not to repeat Brewdog.

The previous year, Scottish Brewer offers shoppers a chance to find a gold worth £ 15,000 It is hidden in situations sold from the online store.

However, some winners complained to ASA after discovering that the tin boxes were not solid, but instead that gold plated.

James Watt, the co -founder of Brewdog, acknowledged that the company was “wrong”.

The company was founded by Mr. Watt and Martin Dickie, both fishermen at the time, in 2007 in Fraserburgh, in Aberdeenchire, before turning into a brand of 1 billion pounds in just ten years.

It is known for its craft beers and IPAs and has beer factories and bars around the world, including 71 of them in Scotland, 171 in England. There are also bars in Dubai, USA and Australia.

However, at the beginning of this month, Brewdog announced that it plans to close 10 barHe says that they are no longer “commercially applicable”, and he reacts to an angry reaction that they are afraid of business cuts from trade unions.

Mr. Watt resigned as a CEO in May last year and said he would switch to the newly created “Captain and Founding Partner” position while protecting his shares in the company.