The claim appeared on the brand’s website and told visitors to “say goodbye to the corporate beer whores crazy for power and world domination … Ride toward anarchy and caramel craziness. Let the sharp bitter finish rip you straight to the tits. Save up for a Luger, and drill the bastards”.
BrewDog removed the advert after one complainant took offence to the statement. The Advertising Standards Authority (ASA) ruled that the use of “mother fu*cker” “highly offensive” and “gratuitous”, despite the inclusion of an asterisk to obscure part of it.
The brewer failed to provide a “substantive response” to the watchdog’s query into why it ran the claim. It was also unable to provide any comment to Marketing Week by the time this article was published.
The ban is the latest in a string of controversies involving the effervescent brewer. Last year, it came afoul of the brand police set up to enforce the London 2012 sponsorship rights when it launched a limited edition Olympic beer.