An Indianapolis brewery has courted controversy after it emerged one of its employees had been secretly stamping 'Tom Brady Sux' on the bottom of an estimated 20,000 cans.
The Sun King Brewery issued an apology on Twitter blaming a rogue employee it simply called ‘Biscuit’. The prank, made in protest of the Tom Brady DeflateGate incident, saw the employee switch up the date stamps to read “Tom Brady Sux (followed by the date the can was produced)”.
The brewery is a long-time supplier of the Indianapolis Colts – the side which lost out to Brady’s New England Patriots in the American Football Conference (AFC) Championship Game.
Speaking to local title the Indy Star, Sun King co-owner Clay Robinson said: “It wasn't an idea we came up with at all. Every day, we change the thing on the bottom of our cans. One of the guys running the canning lines had to come up with something. Biscuit is his name. So Biscuit put 'Tom Brady Sux’”.
A SKB employee had fun w the canning date coder. While we don't condoned the message we understand his Colts passion http://t.co/ADuZpvpd85
— Sun King Brewing (@SunKingBrewing) August 11, 2015
On the marketing potential of such subtle tweaks to the branding, Robinson said: “I actually thought it was funny. Now there are thousands of cans out there that say 'Tom Brady Sux'.
“We are an Indianapolis-based brewery, we wanted to grow to become Indianapolis' beer. We are in Colts country."
Biscuit remains employed by the company although he is now tasked with providing a comprehensive list of his weekly date stamps.