Brewdog caused "serious offence"

24 July, 2013

Brewdog has been sanctioned by the advertising watchdog for referring to itself as a “post punk apocalyptic mother fu*ker of a craft brewery” on its website.

The Advertising Standards Authority upheld an internet user’s complaint that the website was likely to cause serious offence.

The ASA decided Brewdog has used gratuitous language and warned it “to take care to avoid causing serious offence in the future”.

The brewer said on its site: “Brewdog is a post punk apocalyptic mother fu*ker of a craft brewery. Say goodbye to the corporate beer whores crazy for power and world domination ... Ride toward anarchy and caramel craziness.  

“Let the sharp bitter finish rip you straight to the tits. Save up for a Luger, and drill the bastards.”

The ASA said: “Brewdog said they had removed the claims from their website, but did not provide a substantive response to our enquiries.

It added: “The ASA noted the asterisk used in ‘mother fu*ker’, but considered its inclusion did not obscure the intended meaning and it was still clear that it represented a swear word, one generally regarded as highly offensive and unlikely to be acceptable in marketing communications.

“We considered that the other language used on the page, such as ‘corporate beer whores’, ‘rip you straight to the tits’ and ‘Save up for a Luger and drill the bastards’, was also likely to cause serious offence to some people.

The case has now been referred to the Committee of Advertising Practice compliance team.




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter