Brewdog: all that glitters is not gold (but is this the only thing James Watt is apologising for?)
The words ‘all that glitter is not gold’ can be found in Shakespeare’s Merchant of Venice (Act 2 Scene 7) although similar formulations were in use much earlier than the late sixteenth century.
They are words that might recommend themselves to those who hunted out solid gold cans of Brewdog’s Punk IPA. They were in fact gold plated but mostly brass.
The Advertising Standards Authority has now found the advert was misleading:
https://www.bbc.co.uk/news/business-58967530
James Watt has apologised, offered to pay a cash equivalent (value not mentioned) to those who found cans in the original promotion and decided to run it again, this time without misleading people.
One senses Mr Watt has been advised on this.. However is it really the only thing he feels he wants to apologise for and take action on?
Brewdog are known for publicity stunts and seem to have had the view that there is no such thing as bad publicity. Recent complaints of poor working conditions by ex-employees, acknowledged by Brewdog, may give them pause for thought on whether the strategy is now nearing closing time.
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