Brewdog: 'Sorry for not giving a sh*t'

Brewdog has issued a tongue-in-cheek apology to the alcohol responsibility body after it said one of the brewer's brands was 'in potential breach' its code.

by Emma Haslett
Last Updated: 22 Apr 2015

There's some serious sass coming from the direction of BrewDog HQ today, after the brewer was told by alcohol responsibility body The Portman Group that one of its products, Dead Pony Club, falls foul of its marketing code.

Despite the fact that not a single person has complained about the drink, the Portman Group said because the packaging for Dead Pony Club (which, at 3.8%, is lower strength than your average brew) includes the phrase 'rip it up down empty streets', it 'was identified as being in potential breach of the Code for its association with bravado and immoderate consumption, and for placing undue emphasis on the strength and intoxicating effect of the alcohol in the product'. As opposed to... its medicinal properties?

Brewdog co-founder James Watt, though, was having none of it. In a blog post entitled '#sorrynotsorry', he said: 'I would like to issue a formal apology 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'.

He went on:

'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.'

Well, that clears that one up. Anyone for a pint?

Find this article useful?

Get more great articles like this in your inbox every lunchtime