Brewdog may accept fabricated its name off the aback of a camp alternation of publicity stunts, but the indie brewer has apprenticed to “focus added on beer” and bead the “high octane shock tactics”.
Following backfire to its apology porn website beforehand this week, Brewdog acquaint a bulletin to admirers and shareholders on its website bygone adage that it was activity to alpha demography on added responsibility.
“As a aggregation we haven’t been quick abundant to realise that we accept now congenital the belvedere we charge to appoint and accelerate bodies about ability beer and we no best charge to try and blanket things up in crazy stunts to accomplish our articulation heard,” the Punk IPA maker said. “We are now a bigger company, a bigger employer and a bigger association than we acclimated to be, and with that comes an added responsibility.”
Brewdog now has a all-around reach, with a brewery in the USA and addition actuality congenital in Australia. It additionally has added than 86,000 investors who accept collectively put £61m into the business, as able-bodied as abetment from a above clandestine disinterestedness house.
It charcoal to be apparent whether the stunts are absolutely advancing to an end. But in honour of the abrupt acceleration and acceleration of Brewdog, here’s a aftertaste of some of the best arguable campaigns.
Not agreeable with the antecedent fizz about its ultra-high booze beers, in 2010 Brewdog created an unusal way to present its 55 per cent abv beverage The End of History. A bound run of 11 taxidermied roadkill with bottles went on auction for £500 each. The action was airtight by both beastly and booze attack groups as “perverse” and “gruesome”. This didn’t stop Brewdog from experimenting with asleep animals afresh in 2011 back it acclimated a deer’s arch as a beer dispenser. Lovely.
Brewdog is acclaimed for accepting a massive disinterestedness crowdfunding operation. Aback in 2015, it launched the fourth annular of Disinterestedness For Punks by bottomward “fat cats” accustomed the announcement for the latest annular assimilate the City of London and Westminster. It was not the aboriginal time Brewdog had invaded the City, accepting rocked up in a catchbasin two years earlier.
Beer isn’t aloof for boys! That was the bulletin of Brewdog’s attack for this year’s all-embracing women’s day, back it gave its Punk IPA a makeover. The Pink IPA was declared to accelerate up articles which are rebranded for women, but beer admirers were not impressed. As able-bodied as backfire on Twitter, the brewery was told off by the Portman Group for potentially authoritative booze adorable to accouchement with its “beer for girls” tagline.
There were absolutely a few change beers to bless the bells of Prince William to Kate Middleton in 2011, but Brewdog’s had conceivably some of the best abnormal ingredients. The Aristocratic Virility Performance independent herbal Viagra and article alleged Horny Goat Weed. Unsurprisingly, Brewdog has yet to be awarded a aristocratic warrant.
Setting their architect a little added abroad from Buckingham Palace, Brewdog’s founders in 2014 absitively to address a box of beer to the Kremlin. The beer, alleged Hello My Name is Vladimir, bore a characterization featuring Russian President Vladimir Putin adage it was “not for gays”. The beef beer was fabricated in acknowledgment to Moscow’s crackdown on uality advanced of the Sochi Winter Olympic Games.
But if the brewers won abutment from the LGBT association with its attitude adjoin Putin, it absent some of them a year after back Dickie and Watt dressed up as red ablaze commune workers for a crowdfunding ad. A address adage the video mocked auto women, workers and abandoned bodies garnered added than 36,000 supporters. Although Brewdog initially dedicated the campaign, the video was after agilely deleted.
In honour of the 2012 Olympic Games, Brewdog added a new beer to its ambit with “performance-enhancing” capacity creatine, guarana, ginseng, gingo, maca powder, matcha tea and kola nut. Never Mind the Anaics took a pop at cheating athletes, alike brewing a accumulation absolute absolute steroids (though this was not awash to the public).
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