BrewDog’s gold can hunt is back, just months after the CEO had to pay out nearly £500,000 due to a misleading promotion. But this time, BrewDog has checked the small print.
In the latest gold can hunt, beer fans have the chance to win limited-edition gold plated cans (emphasis on the plated), for the hope of winning a £5,000 prize.
The gold cans are hidden in cases of beer at supermarkets and on brewdog.com.
Additionally, customers who spend more than £10 at BrewDog bars can play scratch cards for the chance to win “gold pints”.
When ordering beer on BrewDog’s website, customers have the chance to win a gold-plated can, and will get an extra chance to win via a scratch card.
The beers included in the Gold Can promotion are Punk IPA 12x330ml Cans, Lost Lager 10x440ml Cans, and Mixed Headliner 8-pack 8x330ml cans.
Winners will find a gold-coloured label, and once their entry is verified, they will receive a gold-plated can as well as a £5,000 prize.
James Watt, co-founder and CEO of BrewDog, said: “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.”
When BrewDog originally hosted the competition in late 2020, it falsely claimed in a social media post that it had hidden “solid gold” cans, when in fact they were gold-plated.
The Advertising Standards Agency found that BrewDog’s ad was misleading.
The mix-up supposedly happened during a miscommunication between the marketing and social media teams, BrewDog said at the time.
