A man who won a ‘solid gold’ can of Brewdog beer has asked industry watchdog, Advertising Standards Authority (ASA) to investigate Brewdog’s claims that the beer can is worth £15,000 ($A27,600).
According to the BBC, the winner of one of the golden beers, Adam Dean, was disappointed to discover that the supposed golden beer can he had won was made of brass with a 24-carat gold plating, instead of being made from solid gold, as Brewdog had advertised.
Dean, told the BBC, “I had it valued by a jewellery expert. He told me it was only worth £500 ($A922). 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.”
The BBC reported that another winner, Mark Craig, asked for a valuation after he won his gold can and discovered the golden beer was barely made of gold.
Craig told the BBC, “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.”
Despite complaints, the beer makers stand by the valuation of £15,000.
Brewdog released a statement in response where they declared that the valuation of the golden beers was based on a number of factors, including that the golden beer is a collectable.
However, BrewDog did admit they misused the term, ‘solid gold,’ when describing the golden beer.
The marketing has now been amended and the beers are described as 24-carat gold cans.
The ASA said in a statement: “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.”