Brewdog ad banned for implying alcohol could overcome boredom and loneliness
The ad for the brewing firm's Wingman beer, seen in May, featured the headline: 'Brewdog. Always Got Your Back', and continued underneath: 'Some things in life go AWOL – WiFi fails, the weather turns hostile, and your buddy's 'five minutes' turns into a full-scale delay. But Wingman? Wingman stands firm. Always on station, always mission-ready, always got your back. Because every great operation deserves a great Wingman.'
The Advertising Standards Authority (ASA) received one complaint that the ad implied alcohol was a remedy for disappointment, suffering and isolation.
BrewDog said the ad did not imply that the beer provided comfort, relief or escape from any form of distress, and positioned the product as being of reliable quality rather than a remedy or coping mechanism.
It also did not believe the ad claimed or implied the beer had any therapeutic or mood-altering effects or that the ad suggested alcohol was essential or a priority in life.
The ASA acknowledged that the ad had an air force theme, including the product's name, references to 'always on station, always mission-ready', and some of the imagery, which included a bird wearing a flying jacket, helmet and goggles.
The watchdog noted BrewDog's comments that the ad positioned Wingman Session IPA as being of reliable quality, and acknowledged that the scenarios presented in the ad – wifi outages, unexpected bad weather and a friend running late – were mundane and everyday annoyances.
It said: 'However, we considered that those scenarios, which would likely result in a person having to wait for an outcome outside of their control and having their day interrupted in a negative way, were likely to result in people feeling frustrated and bored, potentially lonely and would be likely to be viewed as problematic.
'We considered that although the ad used metaphorical language to evoke Wingman's reliability, consistency and a sense of camaraderie, the scenarios presented were real-life problems that were likely to impact people in a negative way and the implication was that Wingman was a solution to overcoming those problems that were likely to result in boredom, frustration and potentially loneliness.
'For those reasons, we considered the ad implied that drinking alcohol could overcome boredom, loneliness or other problems and concluded it breached the code.'
The ASA ruled that the ad must not appear again, adding: 'We told BrewDog to ensure their future ads did not imply that drinking alcohol could overcome boredom, loneliness or other problems.'
A spokesman for BrewDog said: 'We acknowledge the ASA's ruling on our recent Wingman advert and we are disappointed with the outcome, which we believe does not reflect the spirit or intent behind the campaign.
'That said, we won't be running the ad again.'
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Metro
9 hours ago
- Metro
BrewDog's biggest controversies after beers dropped from 2,000 pubs
BrewDog's description of its trademark Punk IPA as 'reliably chaotic' could also be used for the company itself over the last 18 years. In the latest turbulence, the Scottish craft beer maker's tipples have reportedly been taken off the taps at around 1,860 pubs across the UK. The news comes after it announced the closure of 10 of its bars last month — including its flagship site in Aberdeen — citing 'ongoing industry challenges' such as rising costs. After the pub industry data for the last two years was disclosed by The Telegraph, BrewDog responded by saying 'every independent brewer has been affected' by economic pressures and that the 'exciting' business is benefiting from a shift to events. Chief operating officer Lauren Carroll said: 'We saw the trend coming, which is why we've shifted focus to high-impact channels like festivals, stadiums, and the independent free trade. 'We're seeing strong growth there, with recent collaborations at Lord's Cricket Ground and the London Stadium showing our ambition to be the world's most exciting beer business.' The brewery is no stranger to stormy weather. Founded in 2007 by James Watt and Martin Dickie, it once described itself as a 'post-punk, apocalyptic, motherf***** of a craft brewery'. Here are some previous controversies: In 2016, the brewer raised more than £19 million with a crowd-funding project by sending fans who invested more than $20,000 (£16,000) a bespoke bottle of its The End of History beer wrapped inside taxidermy stoats and squirrels. BrewDog said at the time: 'It is without doubt one of the most talked-about things we have ever done, probably due to the road kill taxidermy as much as the strength of the beer.' In 2011, the company drove a tank down Camden High Street to mark the company's move into England. 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Some winners found that the tins were gold-plated brass worth just £500 after being independently valued. The advertising watchdog found that the claims had been misleading — leading to co-founder James Watt paying the 28 winners from his own pocket for 'my mistake'. Watt has waded into the political sphere, describing Brexit as an 'unmitigated disaster' and saying rail strikes in 2023 had a 'big negative impact' on trade. Earlier this year, he launched a 'shadow Doge' — inspired by Elon Musk's former department under Donald Trump — to take on the UK government. On LinkedIn, Watt said that the unofficial venture would be the 'underground cousin' of the US entity and would expose waste and inefficiency in Westminster. The 'punk' brewer has also been hit by negative allegations over the working environment at the company. 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Time Out Dubai
2 days ago
- Time Out Dubai
35 brilliant things to do in Dubai this August
There are tonnes of exciting things happening this August in Dubai. From Dhs10 dishes and mall runs, to sizzling after-dark swims, bargain golf sessions and even a concert or two, get ready for a big one. Diaries at the ready – here are the best things to do in Dubai during August. The best things to do in August August 1 Dig into a Korean chicken melt (Credit: Instagram @ The latest creation from Bonbird, the messy and unapologetically cheesy toastie is stacked with the signature fried tenders, plenty of cheese and a spicy gochujang sauce. If this doesn't get you drooling we don't know what will. Dhs26. Until Sun Aug 10. Open daily 10.30am-2am. Al Wasl, (04 228 2656). Explore a Huda Beauty pop-up Pop-ups don't get much cooler than this. The beauty brand has teamed up with Temple Creamery ice cream parlour for a limited-time event, where the first 50 customers will get free products daily. Celebrating the launch of its new lip oils, you can try ice cream in the same flavours of peach, cinnamon and cherry while enjoying the special décor. Free. Jul 29 to Aug 3, from 11am. Al Wasl, Umm Suqeiem, (056 983 7838). Get a free pint of hops (Credit: BrewDog) Make your way to BrewDog, where a full-day celebration is brewing for International Hops Day. Taking place on Friday August 1, the Scottish pub is turning up the energy with extended happy hours and a round of rock, paper, scissors against the bartenders. Challenge the bar team to the classic game for a shot at scoring your first pint of craft hops on the house. Noon-midnight (game time), noon-8pm (happy hour). Fri Aug 1. Bluewaters, @brewdogbluewaters (052 956 5688). August 2 Have a free hair-styling session (with your bestie) To celebrate International Friendship Day, Dyson is offering complimentary hair styling sessions from Wednesday July 30 to Sunday August 3 at its demo stores in Mall of the Emirates and Dubai Mall for you and your bestie to get pampered. Take a seat and have your hair worked on with all of the top-of-the-range tools. Call to secure your spot. Dubai Mall: 054 586 6978, Mall of the Emirates: 055 448 9019, Enroll the little ones in a cupcake class (Credit: Novikov Café) For a sweet morning, watch the little ones pop on their chef hat and apron before being given some lessons in all things baking at Novikov Cafe. From whipping up cupcakes to getting creative with the icing, at the end of the day they'll even get a special certificate, along with a goodie bag filled with treats to take home. Free. Sat Aug 2, 10am-noon. Dubai Mall, Downtown Dubai, novikov-café.com (04 320 0209). Get a discounted game at TopGolf (Credit: Topgolf) Grab the whole gang and book out a bay at the all-out driving range for Dhs99 per hour until the end of the month. Perfect your swing while surrounded by some serious AC and if you're there on a weekday, you'll even get an ice cream cone for free. From Dhs99. Mon-Fri 10am-5pm. Emirates Golf Club, (04 371 9999). Spend the night at a water park (Credit: Aquaventure) Dive into an evening at Aquaventure as the waterpark keeps its doors open for a Saturday night bonanza. Letting you splash around or float along the lazy river under the stars, you can even expect live DJs, competitions and a surprise around every corner. From Dhs220. Sat Aug 2, 10am-10pm. Palm Jumeirah, (04 426 0000). August 3 Visit the festivities at Boo Boo Laand Credit: Boo Boo Laand Celebrating International Friendship Day, the all-out indoor soft play is offering up a special afternoon filled with everything from friendship band making to photo booths. The little ones can get stuck into the activities, before running wild through all of the usual stations from a football pitch to a princess-makeover station. From Dhs190 per child. Sun Aug 3, 4pm-6pm. Dubai Mall, (050 189 8140). Tuck into Dhs10 dishes (Credit: shutterstock) Dubai is serving up some seriously discounted dishes this summer and you don't want to miss out on trying some of the city's best bites for a fraction of the price. From sizzling starters to special desserts, from Friday August 1 until Sunday August 31, you'll be able to treat yourself to flavours from a selection Dubai vendors for only Dhs10. Check out the full list of participating restaurants on the Visit Dubai website. Dhs10. Aug 1-31. Various locations, Groove at a coffee rave (Credit: supplied) Tie up your shoelaces and get ready to dance at this free afternoon rave. Entirely caffeine-fuelled, you can enjoy special drinks from Avantcha from a yuzu matcha to an espresso as you dance to the live beats. As if that wasn't enough, enjoy the market packed with streetwear brands and gadgets to take home. Free. Sun Aug 3, 2pm-8pm. Canopy by Hilton Dubai Al Seef, August 4 Take a Burj Al Arab tour (Credit: supplied) Ever wondered what one of the world's most iconic hotels looks like inside? Join the exclusive UAE resident tour this summer to nosey your way around the Royal Suite, the Observation Lounge and even the all-immersive experience suite. Finish with a fresh juice in the lounge and look out over the Dubai skyline. Dhs195. Wed Jun 25-Fri Aug 29, timings vary. Burj Al Arab, Umm Suqeim, (04 301 7777). August 5 Try a new ladies' night at Adaline (Credit: Adaline) Drape yourself over a red velvet booth or armchair and enjoy the glamour of the brand new ladies' night in DIFC. Bringing you stage performances with a live band, a chic vintage backdrop and free-flowing dishes and drinks for two hours, you're in for a top dollar evening. Dhs184. Tue, 8pm-10pm. DIFC, (04 498 6200). Play unlimited crazy golf (Credit: Swingers) For some air-conditioned summer fun, tee off to your heart's content at Swingers golf, where you can play unlimited rounds for Dhs80. Take your turn on all three of the nine-hole courses and work on your technique before grabbing a quick bite at the bar afterwards. Dhs80 (adult), Dhs60 (child). Open Mon-Thu 4pm-1am, Fri 4pm-2am, Sat-Sun noon-2am (children welcome until 7pm). Bluewaters, (04 557 6309). August 7 Chill at a free pool day (Credit: Barasti Beach Bar) Barasti is vowing to make your summer a whole lot cooler by scrapping its entrance fee for both the pool and beach areas until October, with no minimum spend required. Open daily 9am-3am. Le Méridien Mina Seyahi Beach Resort & Marina, Al Sufouh, (04 318 1313). Visit a ski chalet café If you fancy a slice of the Swiss Alps this summer, Brix has transformed from a Jumeirah waterfront spot into somewhere that looks like it belongs on top of a mountain. Don't forget to try the new menu with desserts like winter truffle, popcorn and snow, golden honey mousse, matcha soft serve and more. Open daily, 6am-10.30pm. Jumeirah Fishing Harbour 1, (054 515 7861). August 8 Have a late-night splash at LEGOLAND (Credit: supplied) Spend your evening cooling off with a dance in the pool at the water park as it launches its Neon Nights. After a day at the park, take in a laser display, dazzling lights and even a dance show as the poolside DJ sets get underway. Grab a frozen yogurt while you're there and your evening's complete. From Dhs295 (included in price of day ticket). Sat-Sun, 7pm-8pm. (04 820 3123). August 9 Take a yoga class (then cool off with a night swim) (Credit: Tagomago) Head to Tagomago every Friday and Saturday night, where you can unwind with an indoor sunset yoga class held by Lululemon. Once you've stretched out the week, it's time to change into your cossie or trunks for the Noche Verano night swim, where you'll be able to redeem Dhs150 on some poolside snacks. Dhs200 (Dhs150 redeemable). Fri-Sat, 6.30-7.30pm (yoga), night swim from 8pm. Palm Jumeirah, (04 832 6620). Have a Dhs1 pint (Credit: Mr Toad's) Running at Mr Toad's venues across the city until Sunday August 10, you can have your second pint at the pub for only Dhs1. The offer is available on a selection of different taps, so be sure to visit before the weekend wraps up. Various locations. Dubai, (04 837 7222). Celebrate Singapore National Day (Credit: CÉ LA VI) The sky-high restaurant is going all out with celebrations to celebrate the country's 60th anniversary. Getting in on the festivities, you can brunch surrounded by Singaporean entertainment, live drummers, make-up artists and free-flowing drinks all afternoon. Dhs390 (soft drinks), Dhs490 (house beverages), Dhs690 (bubbly). Sat 12.30pm-5pm. Address Skyview, Downtown Dubai, (04 582 6111). August 10 Take part in a mall run (Credit: shutterstock) If you don't fancy getting your 5km in out in the summer heat, jog around one of Dubai's best malls instead. Join hundreds of other runners at Wafi Mall as you get your heart rate up (and window shop at the same time). From Dhs52.50 per person. Sun Aug 10, from 6am. Wafi City, (04 324 4555). August 11 Try out a summer camp at Loco Bear (Credit: supplied) The indoor entertainment park will let the little ones explore over 70,000 square feet of fun, from laser tag to wall climbing in its weekly summer camp. To keep the energy levels up between ninja courses and slime labs, the kiddos will also be treated to either a snack or full meal from the kitchen, depending on if they are staying for a half or full day. From Dhs199 (half day), Dhs299 (full day), Dhs799 (half day week), Dhs1,099 (full week). Mon Jun 30 to Fri Aug 22, 8.30am-4pm. Al Quoz, (800 56262). August 13 Get up close with some sharks (Credit: Atlantis The Palm) Calling all shark-fanatics, this summer the Lost Chambers Aquarium is offering up a jawesome day out you'll want to make the most of. Included in the day pass is access to the aquarium, as well as photo ops, shark mascot sightings, a shark and ray nursery feed and even a full aquatheatre show. Those feeling brave enough can try the aquatrek extreme walk through the tank, or a shark safari. Prices vary. Daily 9am-10pm. Lost Chambers Aquarium. Atlantis the Palm. (04 426 1040). August 15 Visit a Smurf Village (Credit: supplied) Take the kiddos to Nakheel Mall as it's taken over by the adorable blue characters. Running from Friday August 15, the free pop-up will let you take on workshops, play games, meet Papa Smurf and Smurfette as well as checking yourself out in the magic mirror. There are even daily shows you can stop by for daily starting from 3pm. Aug 15-31, 1pm-9pm. Nakheel Mall, (800 738245). Celebrate Indian Independence Day (Credit: Varq) Mark the occasion with a three-course set menu at Varq, running over lunch and dinner. Bringing some of the nations' favourite dishes to the table, you can tuck into a Rajasthani lamb curry, prawns in coconut gravy and lotus stem koftas to kick start the weekend. Looking to celebrate Indian Independence Day? Check out the full list of deals here. Dhs250 per person. Fri Aug 15, noon-3pm, 6pm-11pm. Taj Exotica Resort and Spa, Palm Jumeirah, (04 275 4444). August 16 Try a Pilates and açaí bowl workshop (Credit: shutterstock) Start the day with an aesthetic Pilates session before making your way to the Ginter Bar, where you'll build your acai bowl açaí bowl of dreams topped just the way you like it. While tucking into your creation, there will even be a selection of matcha and coffee for you to wash it all down with. Dhs75 (açaí workshop), Dhs175 (acai and Pilates). Sat, 11am. InterContinental Dubai Marina, (04 446 6788). August 17 Try a sushi social (Credit: CLAP) Head to DIFC on a Sunday to enjoy a special lunch hosted at CLAP. From 1pm to 3pm, you can enjoy two hours of unlimited sushi and rolls for Dhs175, along with a dedicated kids' menu for Dhs75. Once up there, you can enjoy some pretty stunning views of Downtown Dubai and the Burj Khalifa. Dhs175 (adult), Dhs75 (kids). Sun 1pm-3pm. Gate Village, DIFC (04 569 3820). Try a taco workshop with the kiddos (Credit: Chalco's Cantina) Let the little ones get creative at the taco camp by Chalco's Cantina, where they can plate up fillings from veggie favourites to chicken and beef. After building their plates, the tacos can of course be dug into, and each little chef will also get a soft drink included too. Dhs49. Sun Aug 17, 11.30pm-1.30pm. Marina Gate, Dubai Marina, (052 112 8923). August 18 Visit LEGOLAND (Credit: LEGOLAND) Until Sunday August 31, kids can stay, play and eat for free at LEGOLAND, as well as joining the summer splash fest pool party. If your family stays for one night, you'll get full access to the LEGOLAND resort or water park, complete with breakfast at the resort's Bricks restaurant and fully-themed bedrooms. Prices vary. Until Sun Aug 31, Dubai Parks and Resorts, (04 820 3123). August 20 Try an all-inclusive staycation (Credit: 25hours Hotel Dubai One Central) The trendy Trade Centre spot is offering an all-inclusive staycation where you don't need to lift a finger. Not only can you eat and drink your way around restaurants from Ernst Biergarten to the Nomad Day bar for free (it's all included), but you'll even get a complimentary 30-minute treatment in the hotel spa. From Dhs871 per night (two people). Trade Centre, (04 210 2525). August 21 Try a class at Dryp (Credit: Dryp) Head to Dryp studio in Dubai Marina for one of the most intense yoga classes in town – we're talking hot yoga. State-of-the-art infrared heat technology gently warms up your body (instead of the room) and comfortably maintains a consistent temperature throughout your workout. As well as the classic 90-minute bikram yoga class that takes you through two sets of 26 postures, there's an express 60-minute version, hot vinyasa (including a hip-hop version), and candlelit hot yin classes. Time to get sweating. From Dhs125 (single class). Open Mon-Wed 6am-10pm,Thu 7.30pm-10pm, Fri 7.30pm-7pm; Sat 8am-6.30pm, Sun 8am-8pm. Orra Marina Tower, Dubai Marina, (04 220 5330). August 23 Watch Natalie Imbruglia live (Credit: supplied) Get ready for the ultimate sing-along – Natalie Imbruglia is coming to town. We'd be *very* surprised if you haven't belted out Torn at least once in your life and now you can do it again with the artist herself. Performing at Dubai Opera on Saturday August 23, the Australian pop-star will be taking to the stage for one night only. Tickets are now on sale for the show, priced from Dhs295 to Dhs395, so make sure you grab yours before they sell out. From Dhs295. Sat Aug 23, 7.30pm. Dubai Opera, Downtown Dubai, (04 440 8888). August 25 Whizz down a mall slide Whether you're a kid (or a big kid), the summer slide is back in Mercato Mall. Upgrading your shopping spree, the adrenaline-pumping shoot is open to all the family. Letting you whizz down from one floor to the other, you don't have to pay a single dirham to slide, with kids under 120cm to be accompanied by an adult. Free. Until Sun Aug 31. Open daily 10am-12.45pm, 2pm-4.45pm, 6pm-7.45pm. Mercato Mall, Jumeirah, (04 344 4161). August 27 Try a big back to school quiz (Credit: supplied) Class is officially back in session, which means it's time for garden on 8's back to school quiz. Head to the pub on Wednesday August 27 from 8pm to 10pm for cheeky throwbacks, retro vibes, and serious competition as your knowledge gets put to the test. If you come out trumps, you could win anything from a Sunday roast to a weekend staycation. Free entry. Wed Aug 27, 8pm-10pm. Media One Hotel, Dubai Media City, (052 144 7438). August 29 Sing along to Macy Gray (Credit: supplied) American R&B and soul singer Macy Gray is taking to the stage at Coca-Cola Arena in August. The star behind I Try is celebrating the 25th anniversary of her debut album On How Life Is as part of a global tour. Expect her distinctive raspy voice and a show filled with all the hits. From Dhs99. Fri Aug 29, from 8pm. Coca-Cola Arena, City Walk. (800 223388). August 30 Try a luxe afternoon tea (Credit: The Lana, Dorchester Collection) Don't miss your chance to try the exclusive afternoon tea for less. Located at The Lana, Dorchester Collection's lobby lounge, this afternoon tea is usually Dhs600 per person but is now on offer until the end of August. Tuck into traditional finger sandwiches including smoked Scottish salmon and truffle egg, then finish with warm scones and so much more. Dhs400 per person (until Sun Aug 31). Daily from 1pm-6pm. The Lana, Dorchester Collection, Business Bay (04 541 7755). Other things to do in Dubai 50 free things to do in Dubai this month Feeling the pinch? Enter free things to do Dubai ladies' night list 2024: absolutely brilliant deals, offers and discounts Grab your girls for an fabulous night (and for less) 133 top business lunch deals in Dubai Tasty weekday menus in your area
Daily Mirror
07-08-2025
- Daily Mirror
Georgia Toffolo makes bold baby admission in public plea to Brewdog husband James Watt
Made in Chelsea star Georgia Toffolo put out a direct plea to her Brewdog founder husband James Watt as she opened up on their baby plans following their intimate wedding Georgia Toffolo has made her baby plans crystal clear as she put out a direct message to her husband James Watt. The former Made in Chelsea star, 30, stunned her fans earlier this year when she revealed she had tied the knot with just 48 hours notice to her guests. She wed the millionaire Brewdog co-founder, 43, in an intimate ceremony in Scotland at the same church James' grandparents got married in. Following the big day, the pair released a series of unconventional wedding photos, including one of James dressed in fishing waders and Georgia wearing a cream fleece dress, holding some freshly-caught lobsters. Georgia, also nicknamed Toff, has seen her relationship hit the headlines with her far from conventional confessions. It comes after pictures emerged of inside Stacey Solomon and Joe Swash's luxurious £30k family holiday at 'second home'. Earlier this year she revealed that she and James held quarterly relationship reviews in which they share what their love about one another and their relationship as well as what could be improved. Now, it seems Georgia is ready to take another step in their romance. She took to her social media and put out a very direct message to James in front of her 1.8million followers. Toff posed on a cliffside walk in Devon where she had a baby strapped to her chest in a baby carrier. The reality TV star beamed as she held onto the baby while overlooking the stunning scenery. She pleaded: "@brewdogjames I want one (baby accessory is 10/10 superb) xx." Fans rushed to show Toff their support as one said: "Suits you." Another added: "The best, such a special walk !!!!" Someone else commented: "It suits you. You're a natural." A fourth wrote: "Aw suits you well Toff!!" Georgia has already laid down the ground rules for if she has children in the future, with them set to take James' surname. She decided not to change her own name when she wed James in March. Explaining her decision, Toff revealed she was in two minds but said her own surname plays a big part in her "identity". She was asked on the platform if she had taken Watt as her surname. Toff responded: "I love that someone's asked this question. So, to answer directly no I haven't, but I wonder whether my feelings on that might change as the time goes on. I don't know. "I'm sort of in two minds about the whole thing. I think my surname is such a big part of my identity, it literally is my name, as most people know me." However, she admitted any future kids the pair may have will take on their dad's surname. Toff admitted it might be "a bit weird" if she has a different name to her children, so may be swayed in the future. She also recently hit back at claims she is a gold digger and shared a screenshot of the duo's current bank account balance in response. Despite the couple's huge success it read £0. "Going off the state of our joint bank account, on balance I would say probably not," when asked if she was only with James for the money.
