The ASA upheld two complaints against Tilray Brands UK, which trades as BrewDog, over paid-for Facebook posts promoting 90 minutes of unlimited “bottomless” beer for £19.95.
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One advert showed two men drinking beer alongside the caption “When bottomless beers start to hit you”, followed by a rapid sequence of 12 alcoholic drinks.
Meanwhile, the second showed a woman running towards a pint, captioned with the word “You” alongside “Unlimited beers for 90 mins under £20”.
The ASA ruled the first ad breached the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP) by portraying alcohol as capable of changing mood, after noting the men’s expressions became “noticeably more satisfied and positive” after drinking.
Socially irresponsible
Both adverts were also found to be socially irresponsible and to imply, condone or encourage excessive consumption.
The regulator determined consumers were likely to interpret “bottomless” and “unlimited” as meaning they could drink as much beer as they wished during the 90-minute period.
It added the sequence of drinks in the first advert could be interpreted as representing the quantity of alcohol that could be consumed, while the second ad’s depiction of the woman running towards the beer suggested an eagerness to start drinking quickly and maximise consumption within the time available.
BrewDog has been instructed to remove the adverts and warned they must not be shown again in the form investigated.
The brand has also been told to ensure future ads do not portray alcohol as capable of changing mood, physical condition or behaviour.
Excessive drinking
However, BrewDog argued the adverts were intended to communicate enthusiasm for a time-limited hospitality offer, rather than encourage excessive drinking.
The business has since said it would strengthen its advertising review processes, including greater legal oversight and additional CAP Code training.
It comes as BrewDog continues its next phase under owner Tilray Brands, which completed a £33m acquisition of the brewer, brand and 11 UK and Ireland brewpubs in March. The deal followed the closure of 38 bars and 484 redundancies.
Tilray has subsequently invested around £50m in stabilising the business, while BrewDog contributed $51.1m (£38.5m) to the group’s fourth-quarter revenue.
In July, BrewDog appointed Gemma Hampton-Stone as director of bars, UK & Europe, with responsibility for commercial performance, operational excellence, guest experience and sustainable growth.
