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Home | News | Marketing | BrewDog pulls Beer.Porn from website

BrewDog pulls Beer.Porn from website

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BeewDog Network: now without parody porn pages

Social media reaction universally critical of parody porn content

Craft brewer BrewDog slid more deeply than ever into the mire of controversy last week when a storm of anger and dismay on social media forced it to pull a parody porn site from the Internet.

Beer.Porn was launched to trail content from the Scottish-based brewer’s new video-on-demand service, The BrewDog Network, and, in the company’s words “get viewers hot and heavy with excitement.”

Instead, the schoolboy-style double-entendres drew a heated reaction on Twitter as shareholders in the company expressed their embarrassment and drinkers vowed to stop buying BrewDog’s beers. Some used strong language, others seemed speechless with shock, raiding gif libraries for images of disappointment and failure. Industry people were equally unimpressed.

Co-founder James Watt, Tweeting from the company’s US brewery, admitted it had got it wrong – and apparently announced the imminent sacking of its public relations firm:

“Howdy from Ohio.
“I hear you all on this one.
“I believe the idea behind this was solid. To try and use humour and irreverence to get people excited about watching beer content online. But it obviously did not land well at all.
“Might be time for a change of PR partner.”

The Tweet was speedily deleted, however, as was any reference to Beer.Porn on the BrewDog website as the site itself was closed.

Manifest, the PR company in question, confirmed today it was still BrewDog’s agency and issued an alternative statement from Watt:

“We’re crazy excited for the launch of our new network and have seen more than 4,000 subscribers already. We launched in the USA on Monday with the mission of making craft beer content the most popular on the web, surpassing porn for the top spot.

“Our parody site, BeerPorn, was well received by many but not everyone loved the premise of the innuendo-laden web page. Visitors to http://beer.porn will now find themselves redirected to The BrewDog Network, where actual beer porn is available in abundance.”

The Network, for a subscription of £4.99 a month, offers viewers a mix of beer, food, travel and entertainment shows described by the brewer as “the most compelling content on the web”, suggesting it would be more popular than porn.

Earlier this year BrewDog caused a similar backlash by launching a Pink IPA for women.

Unusually for BrewDog, which normally has a balance of at least some positive mixed with negative comment, the replies to the original BrewDog Tweet in this instance were universally negative.

WHAT THEY TWEETED

“I could find more but let’s move to the total disregard for the rest of the industry. Every time they pull this kind of stunt, they lower the whole beer industry in the eyes of the world, they cheapen the efforts of brilliant brewers, they sell out that little bit more.”
Melissa Cole, beer writer

“Just awful. Not funny or clever.”
Adam Driver, industry PR and BrewDog shareholder

“So disappointing It’s let one step forward with #everyonewelcome and then a century back with this kind of stunt”
Eat Festivals

“Good god. Really???”
Sue Haywood, Waen Brewery

“This is a lame attempt at trying to stay relevant in this industry. I’m glad I’ve never had your beers before TBH.”
Bobby Bump, brewer at Right Proper Brewing, Washington DC

“Idiots. Can’t believe anyone’s still buying your beer.”
Jonathan Fisher, Guardian video producer

“This is dire @brewdog. I can only assume you’re working on a basis that bad publicity is still publicity. Many of us are women. This is embarrassing and insulting. You’re positioning the brand as a lads mag.”
Pernille Hughes

“Oh I get it, everyone at BrewDog is still 15, laughing at farts, eating Doritos and yelling Boobs! Nailed it.”
Michelle Reynolds

“I am embarrassed to be a shareholder right now.”
Will Angus

“When you're trying to be punk but turns out you're just someone's embarrassing creepy uncle.”
Tom Houslay

“Yuck. There is a way to be irreverent and not sophomoric (or worse). It's bad when it is difficult to be a fan of a company. Did you miss the memo on where the low bar is?”
Jennifer Briggs

“This is demeaning, exploitative and childish. I’m a shareholder for the beer, not this rubbish.”
Richard Warner

“Not sure what’s more offensive - this stunt or the fact that you’re still misappropriating the word ‘craft’”
Dan Roberts

“Seriously? This is just lazy and lame marketing. I do like your beers but stuff like this makes me less likely to buy them.”
Craig Hand

“Oh dear, was going to be tweeting about you guys as you're featuring at an event near me soon. But I can't direct people towards that marketing campaign...”
Heather Knibbs

“From one blunder to the next. Stop trying to be relevant with crass nonsense and be relevant by engaging.”
Guy Leonard

“Err no - I now do not wish to buy your beer - well done – NOT”
Lesley Totten

“And the @BrewDog journey to laughable, soulless corporate entity is complete. Sad, pathetic, infantile.”
Fin Lumsden

“Utterly pathetic. Have bought your product for the last time Brewdog”
Jon Rouse

 

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