Diageo uses ‘dirty tricks’ to veto BrewDog award win.
May 9, 2012
Global drinks giant has deliberately abused its position as the principle sponsor for the BII Scotland annual awards to strip selected winners, BrewDog of the title, ‘Bar Operator of the Year 2012’.
Expecting to receive first prize, BrewDog employees attended the awards on Sunday May 6th and were seated with the judges
When the announcement was made and they realised they had not won, one of the judges was mortified, saying; ‘this simply cannot be, the independent judging panel voted for BrewDog as clear winners of the award’
Events took a further twist when the people were given the award refused to accept it, as it clearly had ‘BrewDog’ engraved on the trophy as winners.
BrewDog plans to use its significant online influence to urge craft beer fans to make their views clear to Diageo, asking its thousands of followers to tweet Diageo’s profiles their messages of complaint using the hashtag #andthewinnerisnot.
REPLY FROM DIAGEO:
A Diageo spokesman: “There was a serious misjudgement by Diageo staff at the awards dinner on Sunday evening in relation to the Bar Operator of the Year Award, which does not reflect in anyway Diageo’s corporate values and behaviour.
“We would like to apologise unreservedly to BrewDog and to the British Institute of Innkeeping for this error of judgement and we will be contacting both organisations imminently to express our regret for this unfortunate incident.”