Blog: Diageo's "dirty trick" brews up a Twitter storm
James Wilmore | 10 May 2012
One of BrewDog's understated PR 'episodes'
There really is nowhere to hide on Twitter. Particularly when you're a global corporation and you've been caught with your pants down, metaphorically speaking, by a notoriously PR-savvy independent brewer.
Step forward Diageo, the latest giant to feel the wrath of Tweeters.
Late yesterday, the company's name was trending – and not for the kind of reasons it would hope.
It came after maverick Scottish brewer BrewDog accused the drinks firm of intervening to stop them winning 'Bar Operator of the Year' at an awards ceremony in Scotland.
Apparently BrewDog got the judges' vote, but a (probably now former) representative of Diageo, sponsors of the awards, intervened to stop the brewer bagging the title.
Diageo has since owned up, offering this mea culpa:
“There was a serious misjudgement by Diageo staff at the awards dinner on Sunday evening in relation to the Bar Operator of the Year Award, which does not reflect in anyway Diageo’s corporate values and behaviour.
“We would like to apologise unreservedly to BrewDog and to the British Institute of Innkeeping for this error of judgement and we will be contacting both organisations imminently to express our regret for this unfortunate incident.”
Bad timing as well, as Diageo CEO Paul Walsh this week addressed the Ethical Corporation's Responsible Business Summit.
From our sources, we understand it is likely the Diageo representative involved went 'rogue' on the night and the incident points more to a personal grudge, rather than company-wide ill-feeling towards Brewdog. The Scottish brewer produces some fine craft beers, but nothing that would obviously worry Diageo.
Strangely though, the whole hoo-ha, while no doubt gutting for the staff at Brewdog's shortlisted bar, has been a PR win for the indie brewer.
As someone going under the name Flat Caps Coffee tweeted earlier : “Diageo do @brewdog a MASSIVE PR favour! Prob better than winning the award would have”.
While earlier, BrewDog lamented the fact on its official Twitter feed that Diageo was trending instead of their company name.
It's a funny old game.
Spotted in Havana this week – a healthy stock of Pernod Ricard's Havanista rum. ...
Alcohol always has a big presence at the Oscars, albeit mostly in a supporting role....
Business is booming at copper pot still makers Chalvignac - you can tell from the loud noise coming from its factory floor in the French town of Jarnac-Champagne. ...
Heineken is betting big on the long-term opportunity around soccer in the US. ...
- Spirits - Where does 'Craft' End and 'Mass' Begin?
- Brewers go Crazy over Flavoured Malt “Cocktails”
- What do A-B InBev results mean for SABMiller deal?
- Mike’s Hard Lemonade Could Be a Hard Sell
- Anheuser-Busch InBev's FY Performance by Region
- Diageo "smart bottle" targets consumers at home
- Suntory whiskey seeks to "eclipse" Diageo, Pernod
- Tesco reinstates Dan Jago following suspension
- Diageo adds Dubai to Johnnie Walker skyline series
- Tough US hits Mast-Jagermeister volumes in 2014
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends research
- Wine, 2014 and the future
- Spirits and RTDs, 2014 and the future
- Global RTD/RTS insights - market forecasts, product innovation and consumer trends research
- Beam Suntory Inc. - Strategy and SWOT Report