A BrewDog advert claiming its fruit-flavoured beers can be considered “one of your five a day” has been banned by the Advertising Standards Agency.
As part of a marketing email that was sent out to customers back in July promoting beers with names such as ‘Pineapple Punch’, and ‘Lost In Lychee & Lime’, popular brewery BrewDog claimed the drinks could be considered as “one of your five a day”.
But after someone complained to the Advertising Standards Agency (ASA) that the phrase was considered wrong and misleading, the advert has now been banned, reports The Manc.
The ASA said consumers “would not expect advertisers to include such claims”.
Image: ASA
Addressing the complaint and confirming the banning of the advert, the ASA said: “The ASA acknowledged that the subject heading ‘one of your five a day’ might be interpreted by some consumers as a humorous nod to the fruit-flavoured beers featured in the body of the email.
“However, because the claim referred to well-known government advice on health and wellbeing, we considered that, in general, consumers would not expect advertisers to include such claims unless the advertised product was recognised as meeting the requirements of that advice.”
Image: BrewDog
The ASA added that many consumers would be aware that some craft beers contain an unusually high amount of fruit, but in general, they would be uncertain as to whether this would be counted as a portion.
Because of the this, the advert has been banned and must not re-appear in its current form.
BrewDog then agreed in response to the ASA ruling the advertised beers did not count towards a consumer’s five a day.
Image: BrewDog
Yet, the company sarcastically followed this up by admitting the advert was just “tongue in cheek” and only sent out via email to existing customers likely aware of BrewDog’s “playful” marketing style, believing they would generally understand that alcoholic beverages are not equivalent to portions of fruit or vegetables.
“We respect the ASA’s decision and are happy to confirm that beer is not a fruit or a vegetable,” a spokesperson for BrewDog said in response.
Manchester's favourite Mexican bar is about to become your newest nightlife destination in Leeds.
It's been a long time coming, but Salon Madre is officially ready to open in Leeds.
Although we may have to wait a little bit longer for Madre, the day-to-night eatery that has made waves over in Manchester and Liverpool, Salon Madre, its lively tequila bar and pool hall sibling, is officially opening on Friday 20 February.
Salon Madre, which will be located just around the corner from Madre at 114 Wellington Street, is where the party really gets started.
Image: The Manc Group
Expect tequila-fuelled nights, pool tables, lively DJs and Lucha Libre on the big screens.
There will also be plenty of tacos being flung out the kitchen to keep you going until the early hours.
If you’ve ever visited one of their venues in Manchester or Liverpool, you’ll know it’s an absolute riot and we can’t wait to welcome them to the city.
Images: The Manc Group
Co-founder Sam Grainger, inspired by countless trips to Mexico, says: “Mexico is alive with passionate artisans and cooks, mastering everything from street tacos to regional delicacies. It’s a world where traditions blend and evolve and we’ve built that ethos into the heart of both Madre and Salon Madre.”
Madre Leeds will open soon and you can even grab yourself a free margarita by signing up to their newsletter here.
We’ll keep you up to date with their opening times but for now, we'll see you at Salon Madre for a boogie, margarita and game of pool next week.
Award-winning Leeds restaurant announces shock closure just months after opening
Clementine Hall
Emba in Leeds will be closing its doors with the owner blaming rising costs and pressure on the hospitality sector.
Back in April last year, one of Leeds' top restaurants The Owl closed its doors.
Run by renowned Chef Liz Cottam, The Owl was reimagine into Emba - a trendy restaurant tat bridged 'the gap between cosy bar and vibrant dining room'.
To open Emba, Cottam opened a Crowdfunder where supporters would be awarded with prizes such as VIP dinners and merch depending on how much they donated.
But sadly just months after opening, Emba is to close permanently.
Cottam confirmed the sad news with a statement shared with customers over the weekend, saying she was completely "heartbroken".
She said: “This is no longer the right time to own independent restaurants like Emba,” she said. “Under the current conditions they cannot survive and the recent budget confirmed what so many of us already knew: no meaningful help is coming for hospitality.
"The experience of being here and the harsh financial reality of running a business here no longer stack up.
"Being award winning, popular, admired and loved no longer means profitable and as an industry if we’re honest most of us have not truly been okay since Covid."
She signed off the statement promising to return to the restaurant world, she said: “What I do know is this, I am not done. I will keep cooking, keep creating and keep finding ways to do the thing I love.”
The Hoot -
7th December 2022 
