Brewdog’s ‘beer porn’ publicity stunt — how the craft world reacted

29th August, 2018 by Edith Hancock

This, of course, isn’t the first time Brewdog has had to explain to everyone on social media that a PR stunt that fell flat was “a joke”. Just six months ago, the brewer was forced to backpedal after launching Pink IPA. The beer, which was just its flagship Punk IPA repackaged with a pink label, was marketed as a “beer for girls”, and was launched to coincide with International Women’s Day in March.

Despite the press release insisting that the beer is a send-up of “lazy marketing efforts targeting the female market,” many pointed out that swapping blue labels for pink in a promotion around international Women’s Day was also a lazy marketing effort targeting women.

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