**BrewDog Advert Prohibited Over Suggestion Alcohol Could Remedy Loneliness**
A BrewDog poster promoting its Wingman beer has been taken down following a ruling from the Advertising Standards Authority (ASA) that the campaign suggested alcohol could serve as a solution to boredom, loneliness, or feelings of disappointment.
The controversial advertisement, which was on display in May, featured a bold headline proclaiming, “BrewDog. Always Got Your Back.” The slogan was followed by text describing the beer as steadfast during life’s frustrations—highlighting instances such as unreliable WiFi, unfriendly weather, and friends who arrive late. The copy read: “Some things in life go AWOL – WiFi fails, the weather turns hostile, and your buddy’s ‘five minutes’ turns into a full-scale delay. But Wingman? Wingman stands firm. Always on station, always mission-ready, always got your back. Because every great operation deserves a great Wingman.”
A complaint was subsequently submitted to the ASA, the independent UK advertising regulator, asserting that the advert implied BrewDog’s beer was a remedy to negative emotions or social isolation. The concern was that this presentation contravened advertising codes by suggesting that alcohol could provide emotional support or relieve distress.
In defence, BrewDog maintained that the intention behind the advertising was not to suggest that the product provided comfort, escape, or any therapeutic benefit. The brewing company said the focus of the campaign was to highlight the consistent quality and reliability of its Wingman beer rather than positioning it as a psychological crutch or necessity in difficult times.
BrewDog further argued that at no point did the ad state—directly or indirectly—that its product was capable of altering a person’s mood, or that alcohol should be considered essential for overcoming life’s hurdles. The company contested any interpretation that implied the beer was a solution to emotional or everyday problems.
Despite BrewDog’s position, the ASA’s ruling reflected a nuanced view of the advert’s messaging. The Authority noted the military aircraft theme present in the campaign, including references to “always on station” and “mission-ready”, alongside images such as a bird clad in pilot’s gear. However, the ASA acknowledged that the scenarios BrewDog depicted—such as technology failures or delayed friends—were common annoyances that could cause genuine irritation or feelings of loneliness.
The watchdog concluded that, while the advertising language might have been metaphorical, it nevertheless implied that Wingman beer could help overcome negative situations—ones often associated with boredom, frustration, or even social detachment. According to the ASA, this inference suggested to consumers that alcohol could help remedy these everyday problems, contravening the rules designed to prevent irresponsible marketing.
Consequently, the ASA decided that the advert had breached its code and must not be displayed again. In its decision, the regulator stated: “We told BrewDog to ensure their future ads did not imply that drinking alcohol could overcome boredom, loneliness, or other problems.”
Reacting to the ruling, a spokesperson for BrewDog expressed disappointment but confirmed that the company would respect the ASA’s authority. “We acknowledge the ASA’s ruling on our recent Wingman advert and we are disappointed with the outcome, which we believe does not reflect the spirit or intent behind the campaign. That said, we won’t be running the ad again,” the spokesperson said.
The incident draws renewed attention to the ongoing scrutiny facing alcohol advertising in the UK, especially concerning claims about emotional or social benefits. The ASA has historically maintained a strong stance against campaigns that link alcohol with improved emotional states, aiming to safeguard vulnerable audiences from irresponsible marketing narratives.
For BrewDog, the episode underscores the challenges of creative advertising in a highly regulated environment. While working to build a brand identity rooted in reliability and camaraderie, the brewery has now been reminded of the importance of adhering strictly to the Advertising Code. The decision serves as a clear sign to advertisers across the sector that even indirect or subtle suggestions about the effects of alcohol on mood or social interaction will not escape regulatory oversight.