BREWDOG’s boss has revealed he has paid out almost £500,000 to winners of the company’s misleading ‘solid gold’ beer can promotion.
James Watt said he made ‘some costly mistakes’ in a promotion which offered people the chance to find a solid gold can hidden in cases in 2021.
Some winners questioned the worth of the cans and complained after discovering they were gold-plated.
Mr Watt admitted he ‘falsely thought’ the cans were made from solid gold.
The co-founder and chief executive of the Scottish Brewer said he “misunderstood the process of how they were made” and made a mistake in stating they could find “solid gold cans” in a series of tweets.
After some winners complained to the Advertising Standards Authority, the watchdog in October 2021 upheld the complaints and said three adverts were misleading.
