The Ellon-based business previously put 10 special cans into its Hazy Jane beer into purchasable cases that were each described as a “24-carot gold can” – but a valuation found them to be made from gold-plated brass.
However, the latest promotion will offer 10 cans within its beer cases that are “£25,000 diamond-encrusted gold-plated cans”. The bar operator said: “The Advertising Standards Authority has upheld a complaint against BrewDog for describing the prize in a competition as a ‘solid gold’ can, when in fact it was merely gold plated.
“Hands up. We got this wrong. The term ‘solid gold’ appeared in two tweets (out of more than 50) about the promotion, one in November last year and one in February this year. Given the mix up we’ve decided to run a new gold can promotion. And this time we’re going to up the stakes.”
Cash option also offered
The company said the new gold can promotion will give people the chance to win one of 10 diamond-encrusted gold-plated cans and it would also donate £5,000 to the charity of each winner’s choice.
The promotion begins at 8am on Wednesday 20 October with winners being selected at random from customers who order beer from its online store. BrewDog said a winner will be drawn every calendar day until all 10 prizes have been claimed, with the option of claiming a diamond-encrusted gold-plated can worth £25,000, or they can take £25,000 in cash if they prefer.
Three independent experts will value the cans and a value certificate will be provided, BrewDog said.
BrewDog co-founder James Watt said: ‘‘We hold our hands up, we got the first gold can campaign wrong. Whilst we still stand by the valuation, we made mistakes which we’ve learnt from. And now we want to give ten lucky people the chance to win big – way, way bigger than before. It’ll be a short campaign over 10 days, and we’ll contact a new winner each day to let them know they’ve won.”