BrewDog apologises after ‘solid gold’ beer can prize turns out to be gold-plated

Leading beer manufacturer BrewDog were forced to apologise after a ‘solid gold can’ a punter won in a competition turned out to be gold-plated.

Mark Craig, 32, from Lisburn, in Northern Ireland, planned to flog the can, valued at £15,000 by the company, to fund his wedding.

The Scottish company told entrants that by simply buying a case of their beer and uploading their receipt to their site, they could be in with a chance of winning a 'solid gold can.'

They were forced to backtrack on those claims when Mark, who works in the same industry, called them up seeking a certificate of authenticity.

The disgruntled winner told The Sun: "I wanted to sell the can and contacted BrewDog for any certification they had.

"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."

Tweets and Instagram marketing posted by BrewDog when the draw launched in November did indeed state that 10 lucky winners could be in with a chance of winning a solid gold can if they bought a case of Punk IPA.

Mark said that bosses at the company told him that 'solid gold' was a costly typo, but BrewDog are standing by their valuation of the glitzy prize, stating that "multiple factors including the price we paid for manufacture and the rarity of the cans" justifies the tag.

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Mark said: "When I won I was ecstatic, believing a solid gold can could contribute towards bills and our wedding, which has been postponed until 2022."

BrewDog said it had apologised to Mark for the ‘erroneous use’ of the phrase ‘solid gold’, saying: "Once the error was flagged, we immediately removed or changed all such mentions.

"The phrasing in question was never included in the terms and conditions of the competition, nor in the wording informing winners of their prize."

BrewDog says it stands by its claim the can could be worth £15,000 and said this valuation was not based on the idea that the can was solid gold.

The company told the BBC that the price estimate was "reasonable based on multiple factors", including the cost to manufacture, the metal used and the quality of the product. It said the cans were collectible items and the overall value is "somewhat detached from the cost of materials".

The BBC reported that one of the ten winners has even asked the Advertising Standards Authority (ASA) to probe whether any rules were broken because of the erroneous advertising.

Sales manager Adam Dean, from Shrewsbury, Shropshire, was the one who contacted the body, he told the aforementioned title that after having the prize looked at by a jewellery expert, he found out the largely brass can is worth closer to £500.

"He told me it was only worth £500. I'm just totally disappointed and I want it resolved. I legally entered a competition to win a solid gold can but I've not got that. I asked for shares to make it up to £15,000 and BrewDog basically said no, so I called the ASA," he said.

He was told that the authority will "asses his concerns."

BrewDog was founded in 2007 by boss James Watt and Martin Dickie, it has enjoyed rapid success and employs over 2000 people.

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