Brewdog doesn’t give a shit. In probably the best of ways. Today the Scottish brewery issued a formal apology to The Portman Group.
Backstory for the United States readers – The Portman Group was founded in 1989 by a leading group of alcohol producers in the United Kingdom. Bascially, the group sets standards for booze advertising and warns of the dangers of alcohol and it’s overuse.
Brewdog’s apology comes on the heels of the marketing behind a recent release – Dead Pony Club. The Portman Group deemed the packaging for the 3.8% ABV pale ale encourages “anti-social behaviour and rapid drinking”. To which Brewdog apologized in true Brewdog fashion.
“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.”
The Portman Group took objection to the phrase on the label “rip it up down empty streets” as this promotes anti-social behavior, binge drinking, and public endangerment?
Brewery co-founder James Watt sums it up well (besides not giving a shit) with – #SorryNotSorry