BrewDog has announced the return of its infamous Gold Can competition, with limited-edition gold cans hidden in packs of its beer.
The Ellon-based brewer has apparently learnt its lesson this time around, and is keen to stress that the cans in question are only gold-plated.
This follows a media storm that erupted during a previous promotion when BrewDog co-founder and chief executive James Watson thrice mistakenly tweeted that the cans were made of solid gold – which the Advertising Standards Authority said meant they were worth more than £350,000 each.
His ill-judged social media activity hit Watson’s pocket hard, as he ended up shelling out £500,000 from his own pocket to placate disgruntled winners.
So, for the avoidance of doubt and potential legal action, whoever finds a winning can will trouser £5,000 in cash – and get a gold-plated memento.
The beer firm will also be giving thirsty punters the chance to win ‘Gold Pints’ plus other prizes in BrewDog bars, via scratch cards for those spending £10 or more.
Orders placed on the BrewDog website will offer double the chance to bag the same prize, with online purchases shipping with a ‘Gold Pint’ scratch card, alongside a chance to find a special can within the package.
James Watt said: “Given that our previous Gold Can competitions were such plain sailing, it was the logical next step to do it all over again. That, and the fact that we had too many of these cans taking up space in the office.
“This time around, though, I’m keen to avoid forking out another half a million quid, so I’ll say it loud for the people at the back: these cans are gold plated, not solid gold! I hope that’s crystal clear. Disclaimer: there are no crystals available in these cans either.”