Craft Beer Bros Behave Like Craft Beer Bros, Again

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 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:

Further reaction to the announcement has been carefully crafted: