he Scottish firm offered 10 people the chance to find a gold can hidden in a crate of its beer.
Some winners questioned the value after finding out the cans were gold-plated, and one asked the Advertising Standards Authority (ASA) to check if any rules had been broken.
A company spokesperson admitted the use of the term ‘solid gold’ was a mistake, but the company upheld its claim of £ 15,000, saying the estimate was not limited to the metal used.
Mark Craig, from Lisburn, requested an appraisal after he won his gold box and found out that it was actually gold-plated brass.
“If you are told that something is worth £ 15,000, this is what you hope you have sitting on your fireplace. I bought two cases online to try to win, ”he told the BBC.
“The past 18 months have been difficult for everyone. I myself was fired and needed the extra money badly. I wanted to sell the can and contacted Brewdog for any certification they had. ”
Mark added: “The certificate they sent said it was gold plated, but they promoted it as solid gold. When I contacted them, they told me that the “solid gold” claim was wrong.
We have hidden 5 cans of Gold Lost Lager in 5 cities around the world. Today the hunt begins!
Find the secret location with @what3words from 1:30 p.m.
Thursday: Berlin (announced at 6 p.m.)
Ven : Columbus, Ohio
– BrewDog (@BrewDog) May 31, 2021
“It wasn’t just me who was disappointed. A lot of people have lost this. Buy extra beer – and buy it online directly from them, directly handing them a higher share of the profit. “
Another winner, Sales Manager Adam Dean, of Shrewsbury, Shropshire, contacted ASA to investigate the claim for the £ 15,000 prize.
“I realized I won after treating myself to a can after mowing the lawn and spotting something shining in the holster,” he told the BBC.
“It was written on the box ‘you won a £ 15,000 24k gold Hazy Jane box’. Once the shock passed, I wanted to cover it on my home insurance. I contacted the box makers, Thomas Lyte, who told me it was actually 24k gold plated brass.
“I had it evaluated by a jewelry expert. He told me it was only worth £ 500. I’m just totally disappointed and want this fixed. I legally entered a contest to win a solid gold box but I don’t have it. . I asked for shares to reach £ 15,000 and Brewdog said no so I called the ASA. ”
He said the ASA had requested all the emails it had received from the company and told it that it would “assess my concerns”.
Responding to Mark’s complaint, Brewdog said in a statement, “We have contacted Mark privately to apologize for the misuse of the wording ‘solid gold’ in some of the communications around the competition.
“Once the error was reported by our internal teams, we immediately deleted or modified all these mentions. “
The company continued, “This error may have informed its complaint about the value of the can. It is important to note that the wording in question has never been included in the detailed general conditions of the competition, nor in the wording informing the lucky winners of their prize. “
The ASA said it was evaluating the complaint to determine whether or not it should take action.
“A plaintiff disputed whether the assertion that the price was solid gold was misleading, as he believes it is not solid gold but rather brass and gold plated,” said a holder. word of the watchdog.
“They also asked if any other ad was misleading because they understand the can is not worth £ 15,000. “
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