BrewDog taunts watchdog

Brewer lodges complaint against own brand

Publicity-hungry Scots brewer BrewDog has been goading UK industry watchdog the Portman Group again, this time making a complaint against its own product, Tokyo.  

A “self-imposed industry cartel” is how BrewDog boss James Watt described the group after it upheld his complaint that the 18.2% beer's label violated Section 3.2 (f) of its code of practice by advocating binge drinking. 

“I don't believe we have violated this one before, which is neat,” said the self-styled punk brewer in an online post. “Another thing scored off our 'things to do before 30' list, I’d thought we may struggle to get past 3.2(d).” 

Since setting up BrewDog with childhood friend and head brewer Martin Dickie in 2007, when both were just 24, the Aberdeenshire firm has been no stranger to controversy.  

The firm has repeatedly clashed with industry self-regulator the Portman Group over alleged marketing claims its beer could improve mental or physical capabilities and referring to anti-social behaviour and drug abuse in its branding. 

The breach this time is this statement on the Tokyo label: “Everything in moderation, including moderation itself. What logically follows is that you must, from time to time, have excess. This beer is for those times.” 

The Portman Group, which is funded by some of the world’s biggest drinks producers, found that Tokyo’s branding was guilty of “advocating excessive consumption”. 

The watchdog added: “This was particularly unwise in the context of a product that contained six units of alcohol in a single 330ml bottle.”