BrewDog has addressed the huge backlash it received this week, which stemmed from the brewery declaring itself an ‘anti-sponsor’ of the World Cup in Qatar while still screening the games in its bars.
The Scottish beer brand has been accused of hypocrisy and of profiting from the tournament, despite taking a very public stance against Qatar.
Its ‘World F*Cup’ campaign will see profits from all Lost Lager sold during the World Cup given to fight human rights abuse.
BrewDog said: “Football’s been dragged through the mud, before a single ball’s been kicked. Let’s be honest: Qatar won it through bribery. On an industrial scale.
“Football is meant to be for everyone. But in Qatar, homosexuality is illegal, flogging is an accepted form of punishment, and it’s OK for 6,500 workers to die building your stadium.
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“That’s why we’re kicking off. And we’re putting our money where our mouth is, with all the profits from our Lost Lager sold during the tournament going to fight human rights abuse.
BrewDog’s anti-World Cup posters. Credit: Saatchi & Saatchi / BrewDog
“We’re proud to be launching BrewDog as an anti-sponsor of the World F*Cup. To be clear we love football, we just don’t love corruption, abuse and death.
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“So join us. Let’s raise a glass to the players. To the fans. To free speech. And two fingers to anyone who thinks a World Cup in Qatar makes sense.”
The campaign has been described as ‘superficial and meaningless’ after the brewery confirmed its bars across the country would still be showing the games.
"Yeah Qatar sucks, so come watch it in our bars and if you buy this one specific drink we'll give some of the proceeds to a charity"
Brewdog is just repeatedly being shown as superficial shite, aren't they. What a meaningless stance to take. https://t.co/OXnUy99Pes
They replied to one critic on Twitter to say: “We are, because don’t want to stop people watching the football. Corruption shouldn’t stop this. Besides, the more football we show, the more Lost is sold, the more money goes to charity.”
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BrewDog co-founder James Watt has now addressed the criticism in a post on LinkedIn, saying that the company thought ‘long and hard’ about its decision to screen the World Cup matches.
He said that BrewDog didn’t want to ‘deny our loyal customers the chance to enjoy them together just because FIFA bizarrely chose to award the world cup to Qatar in very questionable circumstances’.
He also wrote: “All profits from Lost Lager sold during the tournament will be donated to human rights charities. The truth is, we will raise more money to do good if we show the matches in our bars.”
James’ post said: “People are still going to watch the games – so giving them the opportunity to watch the games both to raise awareness and raise money to drive positive change at the same time is worthwhile.
“To be very clear, in doing so we aren’t supporting FIFA or Qatar’s human rights track record, we are supporting those that love the game and hate to see it dragged through the mud like this.”
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He continued: “We will never please all the people all the time. We are now very used to our critics piling in. But in the space of 24 hours we’ve massively raised awareness of this incredibly important issue and we will follow this up, we hope, with a sizeable donation to charity to further support the cause.
“At BrewDog we have always taken a stand for the things that we believe it and that is something we will always continue to do.”
Featured image: Saatchi & Saatchi / BrewDog
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You can now have a private tour of Manchester Christmas Markets
Thomas Melia
Every year, Manchester Christmas Markets hosts its almost two-month long residency on the frosty streets of our lively city, but now you can enjoy the cute huts with an unbeatable luxury experience.
Travel agency, Viator, who are directly connected to TripAdvisor, have launched a one on one guided tour of Manchester and its stunning Manchester Christmas Marketsin all their glory.
This private tour of the festivities occurring in the city will last two hours and for the whole duration of your time, a city host will be on hand to offer undivided attention, catering to your every need.
A makeshift itinerary is already awaiting guests and can be tailored according to the individual taking the tour, everything is catered to your preferences.
Anyone who books onto the tour also receives a complimentary hot chocolate and that’s sweetened the deal for me, I’m sold.
How can you go wrong with these incredible options at Manchester Christmas Markets?You can recreate your very own gigantic cheese pull and your local host can snap a piccie.Scrumptious selection of food available as you venture through Manchester Christmas Markets in style.
There’s also the chance to keep your hands toasty with a free cup of mulled wine or a soft-drink for those who aren’t interested in the warm alcoholic beverage.
Manchester Christmas Markets are a phenomenal day or night-out regardless so this latest personalised opportunity will take your festive fantasies to a whole new level.
This private tour provides a one-of-a-kind exclusive treatment making your stroll down Manchester Cathedral, Exchange Square and Manchester Town Hall that little bit more special.
These tours are a great chance to immerse yourself in one of Manchester’s many selling points as you can choose to focus your time around art and culture, fashion, architecture or our personal favourite – food.
This exclusive tour package which highlights the best of Manchester Christmas Markets is definitely a present in itself with tickets costing a hefty sum of £100.
If you want to visit Manchester Christmas Markets while also living the high life with a private tour, ‘Christmas In Manchester: Private Experience With A City Host’ is running all the way until the huts shut shop on 22 December and tickets can be found here.
A Christmas train in Wigan has been delivering donated toys galore
Thomas Melia
Yuletide wishes have come true as a donation of toys and goodies have been delivered via a Christmas train in Wigan, right in time for the big day.
The Amazon toy train, which is a new initiative running this festive season, is dropping off presents from now right up until Christmas day itself.
Already visiting Wigan earlier this month, the locomotive has its sites set on three more stops including London, Swansea and Scotland as it makes its journey across three nations.
In partnership with Multibank’s Brick-by-Brick project, the train hopes to provide and offer gifts to families in need across the UK with Wigan marking the closest stop off in Greater Manchester.
Credit: Lee Boswell (supplied)
All the toys that are being transported across the country in this Amazon-fronted train are featured on the company’s ‘Top Ten Toys 2024’ list.
Hatchimals, Screamerz and Taco Cat Goat Cheese Pizza were some of the exciting gifts found on the Christmas train in Wigan at the start of this month.
This lighthearted and fun-filled Christmas-themed project is kitted out with toys from top brands like Play-Doh and the brickmasters themselves, LEGO Star Wars.
So far, Multibank has helped over 400,000 families and provided three million essential items across their operations in England, Scotland and Wales since launching in 2022.
This collaborative local project doesn’t just operate at Christmastime either: Brick-to-Brick Multibank run all year round collecting surplus business requirements like furniture, hot water bottles and hygiene products to be used by those less fortunate.
The Christmas train in Wigan filled with Amazon’s top toys.The Wigan toy train features some well known brands.Credit: Supplied
This roster of children’s favourite companions and interactive games is inspired by the consumers themselves. Every toy is related to or the exact match of what Amazon customers have been searching for the most. A real Christmas list come true.
The list of the top toys isn’t extortionate either, offering customers some affordable and still as fascinating options with prices starting from £9.99.
Even old-school classics like Play-Doh have a spot on this wish list. This poses the really big question: where’s the adult version?
You may have finished your Christmas shopping not too long ago or might still be looking for inspiration, browse the top-ranked teddies and more HERE.
Daisy Jackson -
9th November 2022 
