‘Less allegation’: Brewdog hits out at former owners
Brewdog’s new owners have sought to distance the company from its founders James Watt and Martin Dickie with a new campaign that pledges the controversial brewer will be “run properly” and attract a “little less allegation”. The craft beer firm, which is now owned by US cannabis firm Tilray, has launched a multi-million pound campaign [...]
Brewdog has launched a multi-million pound campaign distancing itself from its former co-founders James Watt and Martin Dickie, promising the brand will "run properly" and attract "a little less allegation". The Scottish beer firm, now owned by US cannabis firm Tilray for £33m, unveiled the initiative after Watt stepped down as chief executive and Dickie left the business last year.
Tillray's chief executive, Irwin Simon, stated that the company aims to "re-energise" Brewdog and strengthen its connection with consumers through sensible work practices and community initiatives. The new campaign features ads featuring Brewdog's "Elvis Juice" IPA with the tagline: "A little less allegation," and another advertising "No more cunning stunts. Just great beer."
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