BrewDog has announced the return of its controversial Gold Can competition, with limited edition gold cans hidden in packs of its beer.
Co-founder and CEO of BrewDog James Watt previously paid out £500,000 of his own money following a miscommunicated previous iteration of the campaign. Now the beer firm is back with an updated version, featuring gold-plated cans and £5,000 as the prize.
Craft beer lovers can now hunt for the rare cans, which are found in supermarkets. Lucky beer drinkers who find one can then claim £5,000.
Additionally, BrewDog will be offering the chance to win 'Gold Pints', and many other prizes in BrewDog bars, via scratch cards for those who spend £10 or over.
Orders placed on the beer firm's website will also be in with a chance of bagging a prize, with online purchases offering double the chance to win. Every online order comes with a 'Gold Pint' scratch card, alongside the opportunity to find a special can within the order.
James Watt commented: "Given that our previous Gold Can competitions were such plain sailing, it was the logical next step to do it all over again. That, and the fact that we had too many of these cans taking up space in the office.
"This time around, though, I’m keen to avoid forking out another half a million quid, so I’ll say it loud for the people at the back: these cans are gold plated, not solid gold! I hope that’s crystal clear. Disclaimer: there are no crystals available in these cans either."
In a previous competition it was claimed the cans were 'solid gold', when they were just gold-plated. A number of winners contacted the Advertising Standards Authority complaining the "solid gold" claim was misleading.
The ASA upheld the complaints.
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