Controversial brewer Brewdog has had an advert banned for claiming one of its fruit-flavoured beers constitutes one of a person’s “five a day” dietary requirements.
Rejecting Brewdog’s defence that is was its “playful marketing style,” the Advertising Standards Agency (ASA) was not amused.
While the claims “might be interpreted by some consumers as a humorous nod to the fruit flavoured beers,” many could be “misled” since the comments related to public health advice, said the ASA.
In response, Brewdog said it “believed that recipients would generally understand that alcoholic beverages were not equivalent to portions of fruit or vegetables.”
Brewdog, which began brewing in 2007, was the UK’s third largest craft beer brand in 2021 based on total sales value, according to Statista, and now operates 100 pubs.
With previous plans to float in 2020 scuppered by the pandemic and critical reports about its working environment, Brewdog is said to be planning an IPO next year.