BrewDog pays £500,000 to winners of its gold-plated ‘solid gold’ beer can as it tries to repair its image
Fools gold: Brewdog hid 50 cans made of what it claimed was solid gold for customers to find
Brewdog has paid out almost £500,000 to winners of its misleading ‘solid gold’ beer can competition.
In a 2021 promotion, the beer maker hid 50 cans made of what it claimed was solid gold for customers to find, which chief executive James Watt said was ‘inspired by Willy Wonka’.
Each winner would keep the can and receive £15,000 worth of Brewdog shares. But the cans were gold plated, which is far less valuable.
The UK advertising watchdog, the Advertising Standards Authority (ASA), banned the ad for being misleading.
Watt has revealed that he has paid out £470,000 in total to the original can winners.