A BrewDog advert claiming its fruit-flavoured beers can be considered “one of your five a day” has been banned by authorities.
As part of an email that was sent out to customers back in July this year promoting beers with names such as ‘Lost In Guava’, ‘Pineapple Punch’, and ‘Lost In Lychee & Lime’, popular brewery and pub chain BrewDog claimed the drinks could be considered “one of your five a day”.
But after someone complained to the Advertising Standards Agency (ASA) that the phrase was considered misleading, the advert has now been banned.
The ASA said consumers “would not expect advertisers to include such claims”.
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.
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“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.”
A BrewDog advert claiming its fruit-flavoured beers can be considered “one of your five a day” has been banned / Credit: 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.
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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.
The ASA said consumers “would not expect advertisers to include such claims”. / Credit: ASA
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.
Featured Image – Grant Anderson (via BrewDog)
News
‘Unsettled week’ of wind, rain, and snow could greet Mancs into the new year
Thomas Melia
A mix of weather conditions could be expected to hit the north across the new year weekend – including wind, rain, and snow.
As Greater Manchester prepares to enter 2025, it looks like we’ll be bringing our usual moody weather along with us too, as starting today and running right through until the end of this week, Mancs can expect some not-so-pleasant conditions to accompany this party season.
The Met Office has described this period as ‘an unsettled week’.
While forecasters are encouraging people to keep checking for further weather updates where possible, thankfully, this turbulent spell of weather is only predicted to stick around until Thursday (2 January) – with no warnings issued for this Friday (3 January) or the weekend so far.
As we move from 2024 to 2025 the week ahead will involve plenty of rain, wind and some snow
If you have any plans over the New Year/Hogmanay period then check out all the important weather details below ⚠️ pic.twitter.com/qllOnV0cDX
In a video shared to the Met Office’s X account, the visual shows that the most severe cases of wet and windy conditions look like on New Year’s Day itself (Wednesday 1 January), where there is even some snow forecasted for certain areas.
“Almost the entire UK is covered by at least one weather warning during the coming week,” warned Andy Page, who is the Chief Forecaster at the Met Office.
He continued: “With lots of celebrations and people on the move over the coming days, we are urging everyone to keep checking the forecast so they can update their plans.”
Picturesque Greater Manchester railway granted £1.3m to restore historic viaduct
Emily Sergeant
One of Greater Manchester’s most picturesque railways has been given substantial funding to restore a historic viaduct along the line.
As part of the Government‘s wider Plan for Change, the Bury-based heritage railway, East Lancashire Railway (ELR), has been awarded more than £1.3 million in grants to carry out urgent repair work to the Higher Woodhill Viaduct – which is on the edge of Burrs Country Park, in the heart of the stunning Irwell Valley.
Repairs to the historic viaduct, which goes past the site of the former Higher Woodhill Mill, were last carried out all the way back in 1932.
But now, the Ministry of Housing, Communities and Local Government has granted the funding for restoration through its ‘Community Ownership Fund’, alongside three local authorities from Bury, Rochdale, and the nearby Rossendale in Lancashire, all putting in a further £276,000 in match funding.
We’re supporting local treasures across the UK with vital funding
— Ministry of Housing, Communities & Local Gov (@mhclg) December 23, 2024
Important supporters of the railway, such as members of the public and local businesses, have also added a few thousand pounds more to the project.
While inspections to the structure and safety of the viaduct are carried out on a regular basis, ELR assures, it was flagged earlier in 2024 that long-term repairs would be required to allow for the “continued level of use” of steam and heritage diesel trains along the line.
Speaking on the funding being granted, Mike Kelly, who is the Chairman of East Lancashire Railway, commented: “This is a major investment for the future and a massive vote of confidence for our dedicated volunteers and staff to help secure the railway’s infrastructure for years to come.
“Now with this fantastic news, we are able to continue running our award-winning events and services without disruption for future generations to enjoy, thanks to the generosity and support of the East Lancashire Railway Trust, our local community partners and supporters, as well as local and national politicians.”
Essential maintenance works are due to start next year in the spring.
Emily Sergeant -
7th December 2022 
