BrewDog’s Ad Banned for Suggesting Beer Can Fix Life’s Problems

By The Malketeer

BrewDog has once again found itself in the regulatory crosshairs—this time for suggesting that beer might be the answer to life’s little letdowns.

The Advertising Standards Authority (ASA) has banned an out-of-home ad from the maverick Scottish brewery for implying that alcohol can help alleviate boredom, frustration, or loneliness.

The poster in question, released in May, carried the bold headline: “Brewdog. Always Got Your Back.”

Beneath it, the text described everyday irritations—WiFi failures, sudden downpours, and the friend who’s “five minutes away” but never turns up on time.

The copy concluded with a tribute to BrewDog’s Wingman IPA: “Wingman stands firm. Always on station, always mission-ready, always got your back. Because every great operation deserves a great Wingman.”

One viewer saw red—and lodged a formal complaint, arguing that the ad crossed the line by framing alcohol as a fix for emotional or psychological discomfort.

BrewDog, never one to back down quietly, defended the creative.

A company spokesperson argued that the scenarios mentioned were clearly “mundane, everyday annoyances” and that the ad “did not suggest that alcohol was a solution to any form of personal, emotional or psychological difficulty.”

The ASA, however, took a firmer view.

While acknowledging the irritations listed were not life-changing, the regulator said they could still lead to negative emotional responses—frustration, boredom, even loneliness.

By positioning the beer as a steadfast companion during these moments, the ad risked normalising alcohol as a coping mechanism, the ASA ruled.

The final verdict: the ad must not appear again in its current form.

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BrewDog was instructed to ensure future campaigns avoid implying that drinking can solve life’s problems—big or small.

This isn’t the brewery’s first brush with controversy.

Known for its rebellious streak and punchy campaigns, BrewDog has built a brand on the edge—but this latest ruling highlights how easily that edge can veer into regulatory no-go zones.

For marketers, the incident is a sharp reminder that even tongue-in-cheek narratives must tread carefully around ASA’s guidelines—especially when it comes to alcohol.

Suggesting that a pint can patch up bad vibes, however subtly framed, is increasingly out of step with evolving advertising standards.

The campaign may have tried to position Wingman as your loyal sidekick—but in this case, the ad itself needed a bit of backup.

And the ASA wasn’t buying it.