Released at the start of 2022, ‘The Truth About BrewDog’ accused the brewery (among other transgressions) of misleading marketing stunts, unfair crowdfunding practices and unpleasant working conditions for staff. In response, its co-founder James Watt
threatened to sue.
It was a departure from BrewDog’s long-cultivated reputation as a company that revelled in cocking a snook at regulators, what Watt describes as ‘global beer mega corporations’ and anyone else getting in its way. While Watt eventually downgraded the mooted lawsuit to a mere Ofcom complaint, the decision to employ libel specialists Carter-Ruck confirmed his membership in the UK’s business establishment.
Alas, even Carter-Ruck could not persuade Ofcom that BrewDog had been unfairly treated by the BBC, as outlined in its decision this week. The broadcasting regulator also ruled that the intrusion on Watt’s privacy was justified by the public interest. All BrewDog has won from the complaint is another round of negative publicity, and presumably a hefty legal bill.
The irony that the company’s marketing strategy remains predicated on depicting itself as a rulebreaker surely won’t be lost on Watt, nor his business partner and brewing mastermind Martin Dickie.