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Campaign sparks Twitter spat

BrewDog’s Watt in a froth over attack on big beer

James Watt BrewDog

James Watt: ‘I would be upset if I loved big beer’ (pic:Terry Murden)


Scottish brewing company BrewDog has been drawn into another marketing controversy over its latest campaign taking a pop at other brands.

London-based agency isobel has produced a series of billboards and newspapers featuring straplines such as “Wassup Bud?” and “Good Call, Fosters?”

The campaign uses data to claim that beers by the big beer brands compares unfavourably with its own Punk IPA.

BrewDog co-founder James Watt was involved in a Twitter spat with Good Beer Hunting editor Matthew Curtis who tweeted: “Slagging off other brands while using favourable data from a website owned by AB-Inbev? Yeah real nice.”

Watt responded: “Don’t worry Matt. I would be upset about our advert too if I loved big beer as much as you do.”

Watt also directed readers to a blog post on the BrewDog website which reads: “Industrial beer is our nemesis and the fact that it outsells all the hard work of craft breweries many times over is a travesty. But there is a way to change all of that.

“Our intention with the campaign that you’ll see from today, is to highlight the difference in quality and taste between craft and mass market beers, as we continue on our mission to make other people as passionate about great craft beer as we are.”

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