Brewdog: Twitter storm over James Watt's appearance on TV show Who's the Boss

By Emily Sutherland

- Last updated on GMT

Critics accused the brewer of being 'condescending'
Critics accused the brewer of being 'condescending'

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Brewdog co-founder James Watt has come under fire after appearing on BBC TV programme Who’s the Boss, which sees bosses give existing staff the power to employee a new manager.

Viewers accused Watt as coming across as ‘condescending’, ageism and of treating potential candidates with no respect. Others said they would no longer be buying beers from the brand. 

Watt took control of the staff-selecting job process by changing the job profile three-quarters of the way through the episode, resulting in two applicants deciding not to continue.

The eventual 'winner' then decided not to take the role.

Watt was unimpressed by the selection of candidates from the recruitment expert in the programme, as none of the shortlist were currently area managers - the role he was recruiting for. Instead, he changed the role to property manager.


However, existing employees took to Twitter this morning to defend the company and blamed BBC editing for the backlash.

Watt said: “Being completely uncompromising when it comes to recruiting is great for a business. But bad for TV."

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