BrewDog gets apology from Diageo

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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.”

http://www.digitalnewsroom.co.uk/brewdog/dirty-diageo/

too little, too late by Diageo. It’s out there already.

it needs to be "the apology of the year".

We’re so sorry that our blatant attempt to rig a competition was viewed as dishonest.



Go eat a dick, Diageo.

But they acknowledge that someone made that decision. So there’s that.

Haha, even BrewDog themselves couldn’t have made something like this up.

Of course it’s sad that you could replace the Diageo brand name with that of any monolith (drinks) company in Europe that dominates the market nowadays. Or do we know of an industry giant that we would actually be surprised for when reading this news message with their name on it?

It’s inconceivable that Brewdog didn’t engineer this themselves. An opportunity to scream and shout, play the victim and get their faces on TV. It’s what they do.

The only mystery is what scheme they used to trick Diageo’s reps into it.

Originally posted by InvalidStout
It’s inconceivable that Brewdog didn’t engineer this themselves. An opportunity to scream and shout, play the victim and get their faces on TV. It’s what they do.

The only mystery is what scheme they used to trick Diageo’s reps into it.

Perhaps it was James, disguised as a Diageo rep, that did it

It was an unbelievably clumsy move by Diageo. Would they really expect the outcome to be anything else than this?

This just seems like an honest mistake of some sort to me, but i am not sure how the event went. Dont you think diageo intended to give it to brew dog when the organizer had them seated with the judges and had their name etched on the award??? Am i missing something here? Who would rig a competition and be dumb enough to put the voted victor’s name on the award?

Originally posted by 502Flavors
This just seems like an honest mistake of some sort to me...

Really? Maybe a dumb mistake, but an honest mistake?

it has hit the BBC News website:

http://www.bbc.co.uk/news/uk-scotland-18005851