Drink

Exploding bottles, laddish jokes: Brewdog’s new ‘Beer Porn’

A new TV venture has turned out to be a disaster for the Scottish brewery

Brewdog “beer porn” Network: Launched by the Scottish brewery in an attempt to make beer overtake porn as the most popular online content.

Sorcha Hamilton's face
Sorcha Hamilton
Sat Sep 8 2018 - 06:00

Brewdog have been getting a lot of stick about their new "Beer Porn" project. The Scottish brewers have launched their own online TV network to host "the greatest visual stimuli you desire" with a promo showing a clip of a bottle exploding in slow motion urging you "to turn it on".

The Brewdog Network has, in fact, lots of shows about different things from travel, food, beer to cocktails, so choosing to market it in such a sexualised, laddish way is a little misleading – never mind annoying.

Brewdog’s Martin Dickie and James Watt: the promo of their new TV network was described by one Twitter user as “when you’re trying to be punk but you’re just someone’s embarrassing, creepy uncle”.

For brewers who claim to be at the forefront of the craft movement, Brewdog seems to be increasingly out of synch with it. Most – if nearly all – of the Irish breweries I’ve spoken to over the last number of years, for example, have said they aim for more gender-neutral marketing. This is in line with many microbreweries in the UK and US, who mostly seem to be moving away from specifically targeting male or female drinkers.

Earlier this year Brewdog released a Pink IPA – a twist on their Punk IPA – for women. Their argument then – and now, presumably – is that they are making a point by mockery. But like with the Pink IPA, the Beer Porn idea repeats the mistake of reinforcing stereotypes – of women liking things that are pink, of men liking anything to do with sex.

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It's unlikely that they'll be too put out by the response to their latest promotional trick

The Brewdog empire – which has more than 47 bars around the world, and is rumoured to be opening a few in Ireland soon too – is expanding at a rapid pace. Recently they launched their Doghouse hotel in Ohio, with beer taps in the bedrooms, shower beers and hop-infused soaps.

So with plenty of expansion plans keeping them busy, it’s unlikely that they’ll be too put out by the response to their latest promotional trick – which has managed to alienate both men and women drinkers. Maybe they’re just happy it’s making noise for the brand.

[ @ITbeerista ]

[ beerista@irishtimes.com ]

BrewdogJames WattMartin Dickie