This company’s PR stunt has gone viral the WRONG way [TWEETS]

John Ranson

A controversial brewery business has faced a torrent of criticism over its latest PR stunt. Scottish craft beer company Brewdog is expanding into the US with a crowdfunding campaign. And supporters who recruit the most additional fundraisers will win limited edition bottles of Brewdog’s strongest ever tipple. But each bottle comes encased in the hollowed out remains of roadkill:

This hasn’t gone down well:

Actor and long-time animal welfare supporter Peter Egan also gave his opinion:

And so did wildlife campaigner Anneka Svenska:

Many people were particularly angry, given Brewdog’s range of vegan beers:

Indeed, a petition has started, calling on the Vegan Society to remove its accreditation from around two dozen Brewdog products.

Not the first time

Perhaps Brewdog should be thankful that the backlash to its PR stunt didn’t start sooner. After all, it’s not the first time it’s served its beer in a stuffed animal. In 2010, the company launched its strongest ever brew, named The End of History. It had an alcohol content of 55% ABV, cost £500 a bottle, and Brewdog only produced 11 of them. A taxidermist cloaked seven of these bottles in stoats and four in squirrels. Alcohol Focus Scotland and Advocates for Animals both criticised the gimmick at the time. But Brewdog’s rapid growth probably explains why the relaunch of End of History is now causing such alarm.

Brewdog has grown so fast by pursuing a very innovative business model and offering unconventional products. But it has attracted awards and controversy in almost equal measure, with repeated criticism for the strength of some of its beers. So producing a new run of 55% ABV beer in stuffed animal bottles is unlikely to pacify the critics.

Get Involved!

– If you feel Brewdog should lose the support of the Vegan Society, sign here.

– If you or someone you know are living with alcoholism, you can call Drinkline on 0300 123 1110 (Mon-Fri 9am-8pm, weekends 11am-4pm).

– In a medical emergency, call 999.

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