BrewDog must steer a new course amid toughest PR challenge yet

BrewDog must steer a new course amid toughest PR challenge yet

The strongly-worded open letter accuses BrewDog's leaders of "lies, hypocrisy and deceit" over various PR campaigns, of instilling "fear" among staff, and fostering a culture within craft beer that "deifies founders, and gives weight to sexist and misogynistic brewers who claim to be standing up for free speech". It calls for "genuine, meaningful change", starting with an apology. BrewDog co-founder James Watt responded within a few hours, apologising and stating: “We aren’t going to make excuses, we’re going to take action." BrewDog received more criticism after the union Unite Hospitality revealed existing staff had been asked to sign a counter letter about their positive experiences at the company: The timing is unfortunate, given that BrewDog is among the high-profile supporters of a new recruitment campaign to encourage people to work in the hospitality sector, which has been badly hit by the COVID-19. As a former journalist in the hospitality industry, BrewDog is a company I've followed since it started making waves in the late 2000s. It's hard to overstate the impact the firm, founded in Fraserburgh, near Aberdeen, in 2007, …
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