Brewing up a storm: Brewdog berated over hard seltzer ‘health’ claims
Brewdog has been given a rap on the knuckles for making health claims in an advert for its alcoholic hard seltzer drink — despite the ad stating “we cannot claim this drink is healthy”.
In an Instagram post published in January, Brewdog shared a picture of a can of its Clean & Press Hard Seltzer, accompanied by the text: “Due to advertising regulations we cannot claim this drink is healthy.”
Text below the image stated: “Even though Clean & Press is only 90 calories per can, with no carbs or sugar and a little bit of alcohol, this is not a health drink. If you are looking for a health drink, do not drink Clean & Press.”
Brewdog, which is known for its unconventional marketing techniques, said the ad was intended to be “tongue in cheek”.
But the campaign did not sit so well with the advertising watchdog, which received eight complaints over the social media post.
The Advertising Standards Authority (ASA) concluded that, despite its disclaimer, Brewdog had in fact breached advertising rules.
It ruled that the phrases “only 90 calories per can” and “no carbs or sugar” counted as both nutrition claims and general health claims, which are not allowed for alcoholic drinks.
It also hit out at Brewdog’s claim that the hard seltzer contained “a little bit of alcohol”, as the drink has an alcoholic strength per volume (ABV) of five per cent — almost as much as its Punk IPA beer.
The ASA said the ad must not appear again in its current form and warned Brewdog not to make health claims or non-permitted nutrition claims about alcoholic drinks.
Brewdog acknowledged it had breached the advertising code and pledged not to use the format again.
The ad dispute is not the first time Brewdog has ruffled feathers in recent weeks.
The ASA is already investigating the hipster beer maker over claims its “solid gold” beer can was worth £15,000.
One of the winners of the can complained after he discovered it was actually brass with a 24 carat gold plating and valued at just £500.
It came after an open letter to Brewdog from former employees was posted online, accusing the brewer of being a “toxic” employer.
The letter said working at the company led staff to become mentally ill, and alleged staff had been asked to cut corners for the business that many felt uneasy with, including bypassing customs when sending beer to the US.
Brewdog chief executive James Watt has apologised and vowed to “listen, learn and act.”