Click through to view a full image of the product

Click through to view a full image of the product

View 1 related image

BrewDog has reacted in typically outlandish fashion over the Portman Group's ruling that its Dead Pony Club beer breaches the body's marketing code.

Earlier today (28 April), the UK industry watchdog said that the 3.8% abv pale ale had broken its rules on marketing as the packaging encouraged “anti-social behaviour” and “rapid drinking”. Phrases on the beer's label such as ‘rip it up down empty streets’ and ‘drink fast, live fast’ were ruled inappropriate by the group's independent complaints panel. 

Pubs and retailers have been told by the industry-funded organisation not to place orders for Dead Pony Club in its current packaging after 8 July. 

But in a response today, BrewDog's co-founder, James Watt, said: “On behalf of BrewDog PLC and its 14,691 individual shareholders, I would like to issue a formal apology to the Portman Group for not giving a sh*t about today’s ruling."

He added: “While the Portman Group lives out its days deliberating whether a joke on a bottle of beer is responsible or irresponsible use of humour, at BrewDog we will just get on with brewing awesome beer and treating our customers like adults." 

The Scottish craft brewer has previously fallen foul of the Portman Group over its 18% abv beer Tokyo*.

To read the company's full response, click here.