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By John McCarthy, Opinion Editor

February 12, 2016 | 2 min read

BrewDog has spoofed Diageo’s iconic Guinness 'Surfer' ad in a bid to drum up some publicity for its new stout, Jet Black Heart.

Looking to recreate Guinness’ visual masterpiece, James Watt and Martin Dickie, co-founders of the Scottish independent brewery, donned a horse suit in an Aberdeenshire swimming pool.

With the entry, BrewDog claims it “sticks a galloping hoof into beer industry advertising guff” by investing in beer, rather than TV spots.

BrewDog co-founder James Watt, said: “Big beer advertising is bollocks. If you have to spend millions of pounds on ad campaigns to get people to drink your beer, the brewing is probably being neglected.

“And anyway, Martin had a horse costume left over from the Christmas panto. So we thought, let’s save our money for making epic beer that tastes of something and stands for something.”

Brewdog is trying to usurp faithful Guinness whilst sticking it to Diageo, which the Scottish brand back in 2012 accused Diageo of abusing its power as the sponsor of a British Institute of Inkeeping Award.

Jet Black Heart is available in all BrewDog bars and BottleDog from today.

Brewdog Diageo Guinness

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