Company: Brewdog Ltd
Final Decision: 5 December 2008
Considered under the 4th Edition of the Code.
“The product is described as a “twisted merciless stout” associating its consumption with anti-social behaviour.”
PIPC (as part of their audit of compliance with the new Code).
Under Code paragraph 3.2(b)
A drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour.
The company’s submission
The company claimed that the name and label text were based on a pirate and nautical theme and that the description “twisted merciless stout” was in keeping with that pirate theme.
The Panel’s assessment
The Panel considered that the term was likely to be seen as harmless hyperbole and not in breach of the spirit of the Code. The Panel accordingly did not uphold the complaint.
Action by company
No action required.