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Brewdog has reaffirmed its status as the most obnoxious craft beer company out there.
After producing ill-judged “satire” on the gender pay gap and inviting actual dogs to brew actual beer, the craft beer brand has returned to its (s)punky adolescence with a new television network, announced as “beer porn.” A tweet launching the Brewdog Network read: “Beer is our porn. So we’ve launched our very own Network to host all the greatest visual stimuli you desire - turn it on.”
An Instagram clip features founders of the self-styled punk brewery Martin Dickie and James Watt MBE introducing people drinking upside down, shooting beer out of primitive cannons, and pouring red wine, the voiceover promising “literally anything.” The televisual extravaganza promises “craft content for the people”; this is “liquid entertainment. Craft content, turned up to 11.” The network is, in part, a reaction to the cancellation of Brew Dogs, which ran for three seasons on the Esquire network.
Beer is our porn.
— BrewDog (@BrewDog) August 27, 2018
So we've launched our very own Network to host all the greatest visual stimuli you desire - turn it on.https://t.co/LKQrZTRfNO pic.twitter.com/IcV2tJpNCb
Beer writer and author Melissa Cole offered a thorough and nuanced deconstruction of the campaign, reflecting on the underlying misogyny, homophobia and transphobia at play — click to unfurl the entire thread:
I’ve have multiple people suggest I ignore the lastest Brodog stunt but, here’s the problem.
— Melissa Cole (@MelissaCole) August 28, 2018
Once again this a directly sexist campaign and, if you look carefully enough you’ve got some racism in ‘Jungle Fevre’ (derogatory term for interracial attraction, good spot @beerbabe)
Further reaction to the announcement has been carefully crafted:
— Joe Brock (@josephbrock) August 27, 2018
Oh I get it, everyone at BrewDog is still 15, laughing at farts, eating Doritos and yelling Boobs! Nailed it.
— Michelle Reynolds (@MrsMichelleWR) August 27, 2018
I am embarrassed to be a shareholder right now.
— Will Angus (@beercrit) August 27, 2018
Beer is your porn? What's the average age of your marketing team,14? This is about as edgy & punk as writing a rude word on the blackboard before the teacher comes in then giggling at the back of the classroom. Pathetic & embarrassing. pic.twitter.com/QezccH1Ven
— Darth (@Darth_Lebowski) August 27, 2018