The company said Scofflaw Brewing had announced the offer “without our knowledge or consent” and they would be cancelling a planned partnership with the US company.
A press release for Scofflaw stated: “The self-confessed 'trailer trash' brewers are renowned in the states for their lawless attitude and have landed in London today. Their aim? “To get the UK 'beered up redneck style', completely free of charge! But there is a hook… you have to be a Trump supporter.”
Social media frenzy
The announcement, sent by public relations company Frank PR today (Thursday 27 September 2018), was recalled in fewer than two hours. Screenshots of the email were posted to social media by journalists and industry pundits, with many criticising the release.
A later email said the orginial press release contained “incorrect information” and was “not a message from the brand”.
Scofflaw Brewing later said they did not approve the statement and it had been sent "on our behalf without our consent or knowledge".
The Georgian beer-making brand operates under a motto of "There's a little dissent in everything we do”.
In a tweet, the Atlanta-based company said: "We did not approve or release said message and we are working with our PR firm to fix this error. This post was done on our behalf without our consent or knowledge. More details and official release to come."
A partnership between the brands was set to take place next week, involving six BrewDog bars in Shoreditch, Soho, Shepherd’s Bush, Tower Hill, Manchester, and Leeds.
Activities at the events were set to include demolitions of beer can pillars by a monster truck and beer can clay pigeon shooting.
Partnership cancelled
Meet the Brewer events with the US brewery will be cancelled and its beer sent back, BrewDog said.
BrewDog tweeted: “The Scofflaw release was announced without our knowledge or consent. We are in no way aligned with their position and we will of course be cancelling all the events and sending all of the beer back.
“We care about beer and people. Not hate.”
'Love not hate'
The company then announced its own alternative free beer offer to customers with views opposing Donald Trump, until close today.
BrewDog owner James Watt tweeted: “Following Scofflaw's fake news earlier, we're going to run a very real promotion today - one free beer for anyone who supports LOVE not hate.
“Simply tell our staff, and enjoy a pint of Punk, or any other headliner on us.
He added: "Just to confirm, the Scofflaw release came from their agency not ours and we had zero knowledge of any of this this. As soon as we knew, we cancelled the events. The agency called me to say the release came form a 'rogue' element in their team. What a mess."
