American companies tend to go into instant-apology mode at the first hint of criticism, but a Scottish brewer has a much different tack. After a UK regulatory group faulted BrewDog for putting lines such as "rip it up down empty streets” and "we believe faster is better" on its labels for Dead Pony Club beer, the independent brewer responded in a scathing post that it just doesn't give "a s---," reports Independent Business Times. (This was actually couched in the form of an apology for not "giving a s---.") What's more, it said the regulatory body, called the Portman Group, "is a gloomy gaggle of killjoy jobsworths, funded by navel-gazing international drinks giants. Their raison d'être is to provide a diversion for the true evils of this industry, perpetrated by the gigantic faceless brands that pay their wages."
The Portman Group is indeed funded by the industry and has no legal authority to force BrewDog to change its labels, which it says encourage "anti-social behavior." But the move could still sting because Portman asked retailers to stop selling the beer as of July 8, and major supermarkets had previously promised to abide by its recommendations. BrewDog is clearly "attempting to underline its outsider status" here, notes MarketingWeek.