Beer-faced cheek: Brewdog’s World Cup hypocrisy
There was plenty of self-congratulation at Brewdog this week, as they proclaimed themselves “anti-sponsors” of the World Cup in a new ad campaign.
As part of the stunt, CEO James Watts (above) attacked the World Cup hosts for promoting “corruption, abuse and death” and announced, “We’re putting our money where our mouth is, with all the profits from our Lost Lager sold during the tournament going to fight human rights abuse.”
Presumably those profits will include proceeds from the lucrative deal Brewdog struck recently to supply beer to, er, Qatar, as part of an agreement with the state-owned Qatari Distribution Company.
Brewdog signed the deal with the gulf state three months ago – just in time to flog its drinks to the thousands of fans travelling there for the World Cup!
