As an expert sommelier and brewer, I feel compelled to address the question of why one might consider boycotting BrewDog. While the brand initially gained recognition and praise for its laddish humor and disruptive marketing, it has unfortunately been marred by a series of blunders and scandals that have left many feeling disillusioned and disappointed.
One of the major controversies surrounding BrewDog was their use of transphobic advertising. In 2018, they released a beer called “No Label” which was marketed with offensive slogans such as “Beer for girls” and “Pink is for boys.” This not only perpetuated harmful stereotypes, but also showed a complete lack of understanding and respect for the LGBTQ+ community. As someone who believes in inclusivity and equality, I found this deeply troubling and offensive.
Another issue that has arisen with BrewDog is their treatment of their own employees. Despite promoting themselves as a progressive and employee-friendly company, there have been reports of a toxic work environment and mistreatment of staff. Former employees have spoken out about a culture of fear, excessive work hours, and a lack of support. This raises serious concerns about the company's ethics and values.
Furthermore, BrewDog has faced criticism for their aggressive approach to marketing and branding. While their early antics may have been seen as rebellious and edgy, it seems that they have crossed the line into arrogance and disregard for others. This was evident in their public falling out with the UK's alcohol trade group, the Portman Group, over the labeling of their products. Instead of engaging in a constructive dialogue, BrewDog responded with a series of profanity-laden tweets, displaying a lack of professionalism and maturity.
In addition to these specific incidents, there has been a growing perception that BrewDog has lost sight of its original mission and values. The brand was once seen as an independent and innovative force in the craft beer industry, but as it has grown in size and popularity, it has become more corporate and profit-driven. This has led to accusations of selling out and abandoning the principles that made them popular in the first place.
While I believe in giving companies the opportunity to learn from their mistakes and make amends, the repeated missteps and questionable behavior of BrewDog have made it difficult to continue supporting them. As a consumer, I value transparency, inclusivity, and ethical practices, and it appears that BrewDog has fallen short in these areas. Therefore, I can understand why some individuals may choose to boycott the brand in favor of supporting breweries that better align with their values.
The decision to boycott BrewDog ultimately comes down to personal values and beliefs. While they may have started off as a beloved and groundbreaking brewery, their actions and controversies have raised legitimate concerns about their ethics and treatment of others. For those who prioritize inclusivity, fair treatment of employees, and responsible marketing, there are plenty of other craft breweries that may be more deserving of support.