BrewDog ‘apologises' for indifference to Portman Group ruling
Scottish brewer and bar firm BrewDog has ‘apologised' to drinks responsibility body Portman Group for "not giving a sh*t" about today's ruling that it breached the alcohol marketing code.
The Portman Group announced today that BrewDog's Dead Pony Club pale ale broke alcohol marketing rules for encouraging both anti-social behaviour and rapid drinking.
The product came under scrutiny by the Independent Complaints Panel (ICP) last year, following an independent audit of drinks last year, administered by Campden BRI on behalf of the Portman Group.
The ICP acknowledged that at 3.8% ABV, Dead Pony Club was of a lower than average strength and that one bottle was well within the recommended daily unit guidelines, but it concluded the line on the label, ‘rip it up down empty streets', associated the product with anti-social behaviour.
Portman Group chief executive Henry Ashworth, said: "The Code rules do not exist to prevent humorous or innovative brand marketing but to make sure that humour is used responsibly.
"We urge producers to exercise due diligence and consult our Code Advisory Team if they are in any doubt."
BrewDog co-founder James Watt responded with a statement of ‘apology'.
"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 sh*t about today's ruling. Indeed, we are sorry for never giving a sh*t about anything the Portman Group has to say, and treating all of its statements with callous indifference and nonchalance," said Watt.
"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."
He added: "We sincerely hope that the sarcasm of this message fits the Portman Group criteria of responsible use of humour," he added.