Overview

• The Advertising Standards Authority found that the Wingman IPA poster implied the beer could overcome boredom, frustration or loneliness, in breach of its code.
• The ruling bars the advert from appearing again and cautions Brewdog against any future marketing that positions alcohol as a remedy for negative emotions.
• Brewdog acknowledged the ASA decision, expressed disappointment and confirmed it will not re-run the campaign.
• The May poster, headlined “Always Got Your Back,” used a military-themed metaphor to frame Wingman Session IPA as a dependable ally.
• This latest dispute follows earlier ASA actions against Brewdog, including a 2022 ban for misleading health claims and a recent rebuke over unverified carbon-negative assertions.