Company: Brewdog Ltd
Complaint Summary: “This product is described on the label as an “aggressive beer” thus associating its consumption with anti-social behaviour.”Complainant: PIPC (following audit of Code compliance)
Decision: Under Code paragraph 3.2(b) NOT UPHELD
The company claimed that the phrase “this is an aggressive beer” described a flavour characteristic of the product, i.e. a dry bitterness which was aggressive on the pallet. The Panel considered that when the phrase was read in context it was clear that it referred to the taste of the product. The Panel accordingly did not find the product’s packaging to be in breach of the spirit of the Code.
Action by Company: None required
Code Paragraphs: 3.2 (b)