BrewDog digs up Gold Can offer after £500,000 pay-off

brewdogBrewDog is resurrecting its disastrous Gold Can competition and is hoping it will be a case of “third time lucky”, following its most recent incarnation in which it vowed that solid gold cans were available only to admit that they were in fact gold-plated.

In fact, the first time the promotion ran it went without a hitch but the second one in 2021 caused uproar, sparking a raft of complaints to the Advertising Standards Authority.

At the time, BrewDog denied any wrongdoing and even claimed that “any reasonable consumer who entered the competition” would realise that the firm would never offer a solid gold can in the first place, which it estimated would cost over $500,000.

However, the firm now claims co-founder and CEO James Watt did eventually pay the 28 winners for the previous competition from his own pocket – equivalent of 2.5 years of his BrewDog salary, which is nearly £500,000.

Devised by agency Ready 10, version 3.0 features gold-plated cans – plus a £5,000 cash prize – and is launching this week. The firm says that while the cans might not be pure gold, “the prize is still solid”.

Craft beer drinkers are being urged to hunt for the limited-edition cans, which are now in supermarkets. Once discovered, shoppers can claim a £5,000 cash prize – and get to claim their prize as a reminder of the time they happened to pick the right case of beer.

The brewer will also be providing the chance to win ‘Gold Pints’, plus many other prizes in BrewDog bars, via scratch cards for those spending £10 or more.

In addition, orders placed on the BrewDog website will also offer the chance to bag the same prize, with online purchases offering double the opportunity to win. Every online order also comes with a ‘Gold Pint’ scratch card, alongside a chance to find a special can within their order.

James Watt said: “Given that our previous Gold Can competitions were such plain sailing, it was the logical next step to do it all over again. That, and the fact that we had too many of these cans taking up space in the office.

“This time around, though, I’m keen to avoid forking out another half a million quid, so I’ll say it loud for the people at the back: these cans are gold plated, not solid gold! I hope that’s crystal clear. Disclaimer: there are no crystals available in these cans either.”

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