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.
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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Exciting new CGIs released of £500m Therme Manchester wellness resort as construction continues
Emily Sergeant
As construction continues on Manchester’s massive wellness resort, some new CGIs have now been released.
In case you need bringing up to speed, construction of the £500 million Therme Manchester wellness resort officially began last September after several years of planning, and now developers have released some exciting new CGIs – with an update on how construction is going, as a new milestone has been reached this week.
Set to open to the public in 2029, Therme Manchester will become one of the largest urban wellbeing resorts in the world.
Visitors can expect to make the most of a 10 pools – both lagoon and wave pools included – thermal bathing, multi-sensory sauna rituals, steam rooms, 18 water slides, affordably-priced luxury spa therapies, and health and fitness experiences.
Exciting new CGIs released of Therme Manchester have been released / Credit: Supplied
At the heart of Therme Manchester will be three distinct zones, each offering a different way to spend time at the resort.
Play will bring together water-based fun and attractions for families and visitors of all ages, and Restore will focus on thermal bathing and restorative experiences designed to help visitors unwind, while Relax will offer spaces for relaxation and wellbeing.
The latest CGIs showcase the design as it develops – including the resort’s extensive indoor and outdoor spaces, and its 53,000sq ft wellbeing garden.
Construction is still underway on the £500m wellness resort / Credit: Supplied
The plans also feature a new public plaza designed to strengthen connections between the resort and the Bridgewater Canal.
Professor David Russell, CEO of Therme UK, said: “We have taken the opportunity to refine the design, improve how traffic and parking are managed and create a more welcoming environment for everyone arriving at the resort.
“We are creating an even better experience for visitors while supporting more efficient and sustainable operations.”
Therme Manchester was initially touted as a £250m project that would complete in 2025, but it’s now up to £500m and is scheduled to complete it 2029.
It marks one of the most significant building developments to ever take place in the North.
Featured Image – Supplied
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All students in England to be offered the chance to do a new Ukrainian GCSE
Emily Sergeant
All students in England are soon to be offered the chance to do a new Ukrainian GCSE.
Said to be part of the UK’s ‘enduring support’ for the Ukrainian community and continued commitment to stand with Ukraine and its people, young people in England, Wales, and Northern Ireland will now have the opportunity to study for a new Ukrainian GCSE, the Government has announced.
While the qualification will be open to all students, it marks a ‘particularly significant’ milestone for Ukrainian children and young people living in the UK.
It’s hoped that the introduction of the new GCSE will help Ukrainians to preserve a vital connection to their language, culture, and identity.
It’s also hoped that it’ll open pathways to future education and employment for all pupils.
In line with the other modern foreign language GCSEs that are currently on offer, the qualification will assess listening, speaking, reading, and writing skills, while also recognising the cultural and historical contexts that shape the Ukrainian language.
Examination board AQA will now begin the next phase of development, bringing together language and subject experts to design what will be a ‘high-quality’ qualification reflecting the richness of Ukrainian language and culture.
Education Secretary, Lucy Powell, commented: “As they build their lives here in the UK, it is right that Ukrainians and their children should have every opportunity to maintain that connection to their heritage and to be proud of who they are.
“This new qualification is available to all pupils and will give them the chance to develop their language skills and celebrate Ukraine’s rich culture and history, while also opening pathways to future study and employment and strengthening our partnership with Ukraine.
“Through that enduring partnership, we are building the lasting ties between our countries that will see the young minds of the future move forward together, and foster connections that transcend borders.”
The Ukrainian GCSE is expected to be available for first teaching from September 2028 – with first assessments taking place in 2029.
Daisy Jackson -
9th November 2022 
