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.
ADVERTISEMENT
“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.
ADVERTISEMENT
“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.”
ADVERTISEMENT
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.”
ADVERTISEMENT
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
News
Holly Willoughby delivers honest and emotional statement addressing Phillip Schofield scandal on This Morning return
Danny Jones
Holly Willoughby has officially addressed the ongoing Phillip Schofield scandal on her return to This Morning on Monday.
Making her first appearance since the pair both dropped off the show following Schofield’s admission that he had a relationship with a younger man who worked on the show, his former co-presenter jumped straight into the issue at the top of the show.
“Firstly, are you OK? I hope so. It feels very strange sitting here without Phil and I know that you might be feeling a lot like I have: shaken, troubled, let down, worried for the wellbeing on all sides of what’s been going on, and have lots of questions.
“You, me and all of us at This Morning gave our love and support to someone who was not telling the truth, who acted in a way that they themselves felt they had to resign from ITV and step down from a career they loved. That is a lot to process and it’s equally hard to see the toll that has taken on their own mental health.”
Holly Willoughby’s opening statement on her This Morning return.
The 42-year-old went on to say, “I think what unites us all now is a desire to heal for the health and wellbeing of everyone. I hope that as we start this new chapter and get back to a place of warmth and magic that this show holds for all of us, we can find strength in each other.
“From my heart, can I just say thank you for all your kind messages and thank you for being here this morning. Myself, Josie, Dermot, Alison, Craig and everyone who works on this show will continue to work hard every single day to bring you the show that we love.”
Stand-in host Josie Gibson then hugged Holly and said: “All we can do now is be the family that we are”.
After making it through the statement, Holly and Josie then jumped back into the regularly scheduled programming as usual.
As for the scandal itself, Schofield recently gave an exclusive interview with the BBC admitting that his “career is over” and had “suicidal thoughts” after the story broke, as well as insisting that he hasn’t spoken with Holly since apart from sending her an apology via text following his own statement.
The 61-year-old continues to deny allegations that he groomed the man he maintained a relationship with for a number of years but ITV has stated that they are continuing to investigate the situation following his resignation.
Tribute paid to gran, 51, stabbed to death in broad daylight in Tameside
Daisy Jackson
A 51-year-old woman who was stabbed to death in broad daylight last week has been named as Michelle Hodgkinson, as her family issue a heartbreaking tribute.
She has been described as ‘the most amazing, loving, selfless and funny daughter, mother, mother-in-law, sister, auntie and most recently a nanna’.
Michelle, or ‘our Shelly B’ had been walking along Edge Lane on Friday 2 June when she was approached by a male and stabbed.
Emergency services rushed to the scene but tragically, Michelle died at the scene.
She had just been going about her day, walking to meet her mum so that she could take her shopping.
A 28-year-old man has been arrested arrested on suspicion of murder and has since been detained under the Mental Health Act.
Michelle was a community-driven individual with a long history of charity work and volunteering, as well as being her family’s ‘biggest cheerleader’.
#TRIBUTE | Family pay tribute to ‘amazing’ ‘loving’ and ‘selfless’ Michelle Hodgkinson who was killed in Droylsden
Michelle Hodkinson (51) has been named as the victim of the attack on Edge Lane in Droylsden on 2/6/23
— Tameside South and West Police (GMP) (@GMPTamesideS) June 4, 2023
In tribute to her issued through GMP, Michelle’s family said: “Everyone who knows Michelle is in utter shock at the attack she endured and how horrific her last moments were. Our Shelly B was the most amazing, loving, selfless and funny daughter, mother, mother-in-law, sister, auntie and most recently a nanna. It was a privilege to have been known and loved by her.
“She loved helping people in her community and was known for volunteering as an appropriate adult, her charity work and loved creating hampers to make people smile. She would be there for anyone and the day she was taken from us, she was doing just that – walking to meet her mum to take her shopping and to go for a coffee.
“Our family and friends are heartbroken. In one moment our world has crumbled and will never be the same. We will support each other, and we thank and appreciate the love and support shown by our family and friends. Please hold your loved ones close, tell them you love them and make memories.
“Words cannot describe how much she will be missed. Our biggest cheerleader, our confidant, our rock – she will never be forgotten. We love you to the moon and back! We’ll do everything we can to get justice. Love you forever and always!”
Daisy Jackson -
9th November 2022 
