News brewed on 28 // 04 // 14
BrewDog issues formal apology to Portman Group for ‘not giving a shit’
Craft brewer apologises for unreserved ‘indifference and nonchalance’ to industry body’s ruling criticising Dead Pony Club labels
Following the official announcement from the Portman Group that BrewDog’s Dead Pony Club pale ale is in breach of the alcohol marketing code,BrewDog would like to issue the following statement:
James Watt, cofounder of BrewDog commented:
“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 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.”
“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 BrewDogwe 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 hisfutile and toothless little marketing code, but we couldn’t give a shit about that, either.”
“We sincerely hope that the sarcasm of this message fits the Portman Group criteria of responsible use of humour,” he added.
More information on BrewDog and Dead Pony Club can be found atbrewdog.com.
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What is BrewDog?
We were bored of the industrially brewed lagers and stuffy ales that dominate the UK market. We decided the best way to fix this undesirable predicament was to brew our own beers. Consequently in April 2007 BrewDog was born.Both only 24 at the time, we leased a building, got some scary bank loans, spent all our money on stainless steel and started making some hardcore beers.
We are dedicated to making cool, contemporary and progressive beers showcasing some of the world’s classic beer styles. All with an innovative twist and customary BrewDog bite.
James Watt and Martin Dickie.
For more information please contact:Manifest London / BrewDog
Ali Maynard & Helen Kenny
t.0203 137 9270
m.07712 877 972
/ James Watt
t.01358 724 924
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