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trouble brewing Scottish beer firm Brewdog reported to watchdog over '£15k solid gold can' prize claim

Brewdog say they stand by their £15,000 valuation of the can


One of the prize cans featured in the Brewdog competition PIC Mark Craig

One of the prize cans featured in the Brewdog competition PIC Mark Craig

One of the prize cans featured in the Brewdog competition PIC Mark Craig

A Lisburn man has questioned the worth of a ‘solid gold can’ of beer worth an alleged £15,000 after it was revealed the can was not solid, but in fact gold-plated.

Scottish beer company Brewdog said the cans would be hidden inside multipacks of its Punk IPA beer.

Brewdog have stood by their £15,000 valuation for the can, but have said that a description of the prize being made from 'solid gold' had been in error.

Mark Craig, 32, from Lisburn, speaking to the BBC, said: “If you're told something is worth £15,000, that's what you would hope you had sitting on your mantelpiece. I bought two cases online in my attempt to win.

"The past 18 months have been tough for everyone. I myself was made redundant and had plenty of need of extra cash. I wanted to sell the can and contacted Brewdog for any certification they had.”

He added: “The certificate they sent said it was gold-plated but they promoted it as solid gold. When I contacted them they told me the 'solid gold' claim was an error.

"It's not just me that's been let down. Lots of people have lost out on this. Buying extra beer - and buying it online from them directly handing them a higher share of the profits."

Meanwhile, another of the winners of the gold cans has forwarded their concerns about Brewdog’s prize to the Advertising Standards Authority (ASA).

A spokesperson for the ASA confirmed: “A complainant has challenged whether the claim that the prize was solid gold is misleading as they believe it's not made from solid gold and rather brass and gold plating.

"They have also challenged whether another ad is misleading as they understand the can is not worth £15,000.”

In a statement, a spokesperson for Brewdog maintained their £15,000 valuation was “reasonable”.

They said: "We have reached out to Mark privately to apologise for the erroneous use of the phrasing 'solid gold' in some of the communications around the competition. Once the error was flagged by our internal teams, we immediately removed or changed all such mentions.

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"This error may have informed his complaint regarding the value of the can. Importantly, the phrasing in question was never included in the detailed terms and conditions of the competition, nor in the wording informing the lucky winners of their prize."

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