BrewDog claims it will 'take revenge' on Diageo today - three years after BII award spat

By Emily Sutherland contact

- Last updated on GMT

Related tags: English-language films, Beer, Diageo

The Scottish brewery and pub operator used the launch of its Jet Black Heart to 'take revenge' on Diageo. 

The brewery and pub operator released a video (above) of the two co-founders, Martin Dickie and James Watt dressed in a horse costume to launch it's Jet Black Heart beer, and which poked fun at Diageo's multiple award winning Guinness 'Surfer' advert​.

The reason for the Brewdog video stems for three years agos, when BII Scotland chairman Kenny Mitchell said he had been approached by Diageo​ and told not to present the award to BrewDog. The trophy was then given to another company, despite being engraved ‘BrewDog.’

BrewDog remained tight lipped about its plans in a blog post but promised it would be as ‘absurd as the original incident itself.’

Following the incident, Diageo said it ‘apologised unreservedly.’

A spokesperson said: “There was a serious misjudgement by Diageo staff at the awards dinner on Sunday evening in relation to Bar Operator of the Year award, which does not reflect in any way Diageo’s corporate values and behaviour.”

Related topics: Other operators

Related news

Show more