Brewdog cancels tie-up with US brewery after it offered Trump supporters free beer

‘The Scofflaw release was announced without our knowledge or consent’

(PA)

BrewDog has cancelled a promotion with a US brewery whose PR agency announced that it would be giving UK Trump supporters free beer.

In a press release from Scofflaw's representatives Frank PR, it was stated that BrewDog had partnered with the Atlanta-based brewery for a series of events in London, Manchester and Leeds.

It said that customers visiting various BrewDog bars, including its branches in Shoreditch, Soho and Tower Hill, could receive a free beer if they claimed that they were supporters of the US President.

Scofflaw was putting “tens of thousands of pounds” behind several BrewDog bars, the promotional email said, in order to encourage UK customers to get “beered up redneck style”.

Within minutes of the release being sent out, people began criticising the move on social media, and just over an hour later the PR firm said the original release was "incorrect information", put out by mistake due to a chain of miscommunication.

BrewDog has since clarified that it did not approve the promotion, and said it has cancelled events with Scofflaw that were scheduled to take place at its breweries from September 29 until October 6.

“The Scofflaw release was announced without our knowledge or consent,” the company wrote in a statement on Twitter.

“We are in no way aligned with their position and we will of course by cancelling all the events and sending all of the beer back.”

Twitter users have responded with confusion over the situation, expressing their staunch opposition to the apparent marketing tactic.

“There are A LOT of reasons to dislike @BrewDog and here’s another one for the list: this weekend their bars are offering free beers to UK Trump supporters,” one person wrote.

“We did not know anything about this,” Brewdog tweeted, “We are cancelling the events and are sending all of the beer back - Scofflaw beer won’t be available in our bars.”

The brewery has now announced that it’s going to be offering a “very real promotion” instead, saying that customers who support “love not hate” can claim a free beer today.

“Simply tell our staff, and enjoy a pint of Punk IPA, or any Headliner on us,” BrewDog tweeted.

However, the new promotion hasn’t gone down well with some.

“Well I suppose that is one way to apologise for offering public support for white nationalists,” one person tweeted.

“I’ve heard some bad stuff about BrewDog before but I didn’t want to believe it - you’ve not handled this well so I think I’ll be drinking elsewhere from now on."

Scofflaw has released a statement in regard to the issue, stating that the press release was sent without the brewery's knowledge or approval.

"Scofflaw Brewing Co. is appalled by the inaccurate posts released yesterday morning by a UK agency that Scofflaw hired to promote its UK tour," the statement reads.

"This post is absolute nonsense," says Scofflaw owner Matt Shirah.

"While we definitely have country roots, no one at Scofflaw Brewing or those associated with our brand, is now or has ever been, rooted in hate."

Frank PR has also commented on the situation, explaining that the statement about the beer promotion was released by an individual employee at the company.

"The reputation of our client is of utmost importance and we are taking this matter seriously," Frank states.

"The employee has been suspended while an investigation takes place. We apologise to Scofflaw, BrewDog and anyone that may have been offended by these actions."