broch brewery pair fear for futureaggressive marketing attacked
BrewDog battles to survive label mauling by watchdog
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An award-winning brewery is facing a crisis after a powerful alcohol industry watchdog left three of its beers on the brink of vanishing from shop shelves.
The Portman Group upheld complaints of aggressive marketing against Fraserburgh-based BrewDog earlier this year. James Watt and Martin Dickie ploughed their life savings into setting up the brewery in 2007.
It produces 120,000 bottles of beer a month, and supermarket giant Tesco is among its biggest customers.
In May, Portman highlighted three BrewDog beers – Punk IPA, Hop Rocker and Rip Tide – which it claims are in potential breach of its code of practice because of “aggressive marketing”.
It emerged last night that the watchdog, which was set up to monitor the promotion and advertising of alcohol, has provisionally upheld all three complaints after a meeting of its independent complaints panel.
Mr Watt and Mr Dickie will now have one more chance to make submissions to the Portman Group before a final decision is reached.
If that decision remains the same, every retailer in the UK will be asked to stop selling BrewDog’s beer until the labelling complies with the industry’s code of practice.
Last night Mr Watt said the ruling risked bankrupting the micro-brewery and hit out at the watchdog for “misconstruing” its marketing.
One of BrewDog’s best sellers, Punk IPA is described on its label as an “aggressive beer” which, according to the panel, “is more likely to be seen applying to the drinker rather than the drink”.
Another favourite, Hop Rocker, is marketed as including “nourishing foodstuff” and its label reads: “Magic is still there to be extracted.”
The panel said that implies the drink could enhance mental and physical capabilities.
And the Rip Tide beer – described as a “twisted merciless stout” – is also deemed to be associated with antisocial behaviour.
Last night Mr Watt said the company will fight to protect its “edgy” beers.
“To blacklist the product and risk bankrupting a young micro-brewery based on such a scandalous misconstrued interpretation is obscene,” he claimed.
“At the end of the day the Portman Group is funded by companies concerned about BrewDog infringing on their market share.
“They are acting like a cartel – in clear breach of EU laws on competition and freedom of speech. I intend to fight them every step of the way. We will take this to the courts, the press, and to parliament.”
Portman is also taking action against the brewery’s Speedball beer – the name of the drug cocktail that claimed the lives of actors John Belushi and River Phoenix.
Despite the looming ban, Tesco, the UK’s biggest retailer, has already given BrewDog a vote of confidence after deciding to stock Punk IPA in 400 stores nationally.
Last night the Portman Group said it could not comment on the case until its final ruling.
Readers' Comments
This is clearly PC Britain gone too far. As a marketeer myself I have watched the BrewDog brand grow over time with total respect for what the guys have achieved. If Portman are going to be this feeble then they should perhaps look at withdrawing 'wkd' for suggesting that people may have 'a wicked side'. In other markets Red Bull should be looked at too for suggesting that it 'gives you wings' This is what marketing is all about grabbing the attention of the target market. These beverages are aimed at a specific target market and push the bounderies in contemporary drinks markets. If Portman can't face up to the fact that SMEs will inevitably try and break into the market then they need to take a long hard look at themselves. Instead of taking action, if their members showed as much innovation as BrewDog they would add to their portfolio considerably! Good luck with it guys!
Greig Duncan
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