BrewDog pays £500k to winners of its gold-plated ‘solid gold’ beer can
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BrewDog pays £500,000 to winners of its gold-plated ‘solid gold’ beer can to restore its image
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Fools gold: Brewdog hid 50 cans made of what he believed to be solid gold for customers to find
Brew dog has paid out nearly £500,000 to the winners of its misleading ‘solid gold’ beer can competition.
At a promotion in 2021, the beer maker hid 50 cans made from what it said were solid gold for customers to find, which CEO James Watt said were “inspired by Willy Wonka.”
Each winner would keep the can and receive £15,000 worth of Brewdog shares. But the cans were gilded, which is much less valuable.
The British advertising watchdog, the Advertising Standards Authority (ASA), banned the ad because it was misleading.
Watt has revealed that he paid out a total of £470,000 to the original tin winners.
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