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Diageo Screw BrewDog

Posted on May 10th, 2012 at 17:41 by John Sinteur in category: News -- Write a comment


However we were not announced as winners of the award. This disappointment was further compounded when one of the judges (seated at our table) told us in disbelief ‘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 who got given the award refused to accept it as it clearly had ‘BrewDog’ engraved on the trophy as winners.

On Tuesday, 2 days after the award, I (James) took a phone call from Kenny Mitchell, Chairman of the BII in Scotland and Chairman of the Award Committee explaining the situation. To directly quote Kenny:

‘We are all ashamed and embarrassed about what happened. The awards have to be an independent process and BrewDog were the clear winner’

‘Diageo (the main sponsor) approached us at the start of the meal and said under no circumstances could the award be given to BrewDog. They said if this happened they would pull their sponsorship from all future BII events and their representatives would not present any of the awards on the evening.’

We were as gobsmacked as you by Diageo’s behaviour. We made the wrong decision under extreme pressure. We should have stuck to our guns and gave the award to BrewDog.‘


As for Diageo, once you cut through the glam veneer of pseudo corporate responsibility this incident shows them to be a band of dishonest hammerheads and dumb ass corporate freaks. No soul and no morals, with the integrity of a rabid dog and the style of a wart hog.

  1. I had no idea who Diageo are, so I looked. They own (among a few dozen other brands) Guinness, Ketel One, Baileys, Jose Cuervo, Tanqueray, Talisker, and Lagavulin. Foo!

  2. I did a search on “dishonest hammerheads and dumb ass corporate freaks” And Diagio seem to be the leaders.

  3. If you hadn’t noticed, in fact very few corporations make all of the best-selling hooch. And they keep merging to produce new corporations with more and more meaningless names. AB Inbev. LVMH (although admittedly they make Sean Connery’s handbags, so they can’t be all bad).

  4. Trust me, I know exactly what has caused vile crap like Hoegaarden Rosé and Grimbergen Rouge to happen…

  5. If BrewDog doesn’t come out with a Hammerhead Ale they’re missing a golden opportunity.

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