BrewDog controversies
Controversies tied to this brand in public sources. A listing is not a finding of fault.
Back to profile14 entries
2024
Living-wage policy criticism
BrewDog announced that it would stop paying the real Living Wage from April 2024, prompting further criticism in the context of its earlier employee-relations controversy.
2022
BBC Disclosure investigation and B Corporation loss
A BBC investigation examined former employees' accounts of a difficult workplace. BrewDog lost its B Corporation certification after the controversy and disputed the fairness of the programme.
2022
BrewDog faces criticism over deer-cull plan
Public backlash
BrewDog faced criticism from PETA over its plan to cull deer on its estate to protect trees in its Lost Forest project. The article describes the plan as part of an ongoing debate about forest restoration and deer management.
Stated objective. To protect the trees of the Lost Forest project.
Source excerpt
That was the assessment by Peta (People for the Treatment of Animals) of the plan by the brewer to cull deer on its estate in order to protect the trees of the Lost Forest project.
Brewdog under fire for plans to cull deer to protect trees
2021
Gold-can promotion controversy
A promotion described ten hidden cans as solid gold and worth £15,000 each. Winners reported that their cans were gold-plated brass valued much lower. James Watt offered cash compensation and personally bought many of the cans.
2021
Former employee open letter
More than 100 former employees alleged a culture of fear, poor treatment and excessive founder influence.
2021
UK advertising watchdog rules BrewDog gold-can competition ad misleading
Ruling
The Advertising Standards Authority found that BrewDog's competition was misleading because the prize was gold-plated replica cans rather than solid-gold cans as described in the ads. It ruled that the advert must not appear again in its current form.
Company response
Refund or compensation — Brewdog
Offered all of the winners from the first round the cash equivalent.
Clarification — Brewdog
Launched a new gold can competition with clear T&C’s & a cash equivalent included from the outset.
Source excerpt
A competition run by Brewdog which said customers could win a solid gold beer can was found to be misleading by the advertising watchdog.
The ASA rules the advert must not appear again in its current form.
The ads, which ran on Twitter and Facebook, told customers that 10 24 carat solid gold cans worth £15,000 were hidden inside packs of Punk IPA and Hazy Jane beer.
2021
BrewDog Indianapolis location faces discrimination allegations
Public backlash
Former employees alleged that a BrewDog bar in Indianapolis fired female and LGBTQ staff because it wanted a “change in culture.” BrewDog USA said it was investigating; an initial review indicated the dismissals were based on performance, and the manager who instructed them had left the company.
Company response
Investigation — BrewDog USA
BrewDog USA later released a statement on Twitter in which it said that it was still investigating the claims
Personnel action — BrewDog
The business added that the person who had instructed the dismissals has now left the company
Source excerpt
The business added that the person who had instructed the dismissals has now left the company, since the way they were handled did not align with BrewDog’s “company values or internal processes.”
A BrewDog bar location in Indianapolis is under fire after a group of former women and LGBTQ employees claimed they were fired because the bar wanted a “change in culture”
BrewDog USA later released a statement on Twitter in which it said that it was still investigating the claims, but an initial review had lead them to believe that the dismissal of the four team members was “based purely on performance.”
2019
Allegations concerning copied concepts and deceptive recruitment
BrewDog was accused of taking marketing concepts from Manifest London and using fake interviews or deceptive practices with job applicants.
2018
Pink IPA advertising complaint
The packaging for Pink IPA used the phrase Beer for Girls. The Portman Group found the presentation likely to appeal to under-18s; James Watt later acknowledged that the campaign was a mistake.
2017
Trademark disputes involving Lone Wolf and punk
BrewDog faced criticism after threatening action against an independent pub using the name Lone Wolf and amid allegations involving Draft Punk. The company later apologized for how the first matter was handled, while asserting rights connected with beer-related use of punk.
2017
Elvis Juice trademark litigation
BrewDog lost legal and trademark battles involving Elvis Juice and Elvis Presley Enterprises, later winning a United Kingdom appeal but losing an appeal concerning European Union use.
2015
Controversial gender and social-media marketing
BrewDog was criticized for marketing that mocked homeless people, trans women and sex workers. It responded with a non-binary and transgender-themed beer.
2014
Dead Pony Club labelling complaint
The Portman Group alleged that Dead Pony Club labelling encouraged antisocial behaviour and rapid drinking by emphasizing strength and intoxication.
2008
Portman Group marketing complaint
BrewDog faced allegations of aggressive marketing and risked product withdrawal from British shops. The company denied the allegations and was cleared of breaches in December 2008.