BrewDog co-founder sorry “for not giving a shit” about industry body w…

The co-founder of craft brewer BrewDog has formally apologised for “not giving a shit” about an industry body ruling criticising one of his beers for encouraging anti-social behaviour and rapid drinking.
The Portman Group, which was set up by alcohol producers in 1989 to promote responsible drinking, had said the packaging of BrewDog’s Dead Pony Club pale ale was potentially in breach of the alcohol marketing code because of its “association with bravado and immoderate consumption” and for “placing undue emphasis on the strength and intoxicating effect of the alcohol in the product”.
A panel ruled that while the 3.8% beer is of lower than average strength, a line on the label to “rip it up down empty streets” associated the product with anti-social behaviour. Other phrases like “drink fast, live fast” and “we believe faster is better” could also encourage rapid consumption, it said.
However, the rather Victorian-sounding admonishment cut little ice with BrewDog co-founder James Watt, who dismissed the Portman Group as a “gloomy gaggle of killjoy jobsworths”.
“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,” he added.
“Their raison d’être is to provide a diversion for the true evils of this industry perpetrated by the gigantic faceless brands that pay their wages. Blinkered by this soulless mission, they treat beer drinkers like brain dead zombies and vilify creativity and competition. Therefore, we have never given a second thought to any of the grubby newspeak they disseminate periodically.
“While the Portman Group lives out its days deliberating whether a joke on a bottle of beer is responsible or irresponsible use of humour, at BrewDog we will just get on with brewing awesome beer and treating our customers like adults.
“We sincerely hope that the sarcasm of this message fits the Portman Group criteria of responsible use of humour.”
Watt founded BrewDog with Martin Dickie in 2007. The company is now Scotland’s largest independent brewer and has 16 bars around the country.
It recently announced plans to open the first of a series of BottleDog craft beer shops in London.

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