BrewDog has announced it will become a World Cup “anti-sponsor” by donating the profits of a beer to human rights charities.
The company has hit it out at Qatar, saying the country won the right to host the competition “through bribery on an industrial scale”.
Now the brewery will be donating 100% of the net wholesale profit from its Lost Lager to charities.
In a post on social media, the firm claimed to give “two fingers to anyone who thinks a World Cup in Qatar makes sense”.
They criticised Qatar’s practice of homosexuality being illegal, flogging being an accepted form of punishment and the reported 6,500 worker deaths during the stadium constructions.
We're donating all profits made from Lost Lager sold during the World Cup to causes fighting human rights abuses. pic.twitter.com/5OTA9Gn71G
— BrewDog (@BrewDog) November 7, 2022
BrewDog: ‘We will still show games’
But the beer brand says they will still be showing the live matches at their venues – causing some social media users to label them “hypocrites”.
According to the company’s website, they are still offering “fan zones” across the country where people can watch the World Cup on the “big screen with big atmosphere”.
BrewDog replied to the criticism by saying they “don’t want to stop” people watching the football, and that the more beer they sell, the more money will go to charity.
However, this argument has not convinced some social media users.
Des Bronev wrote on Twitter: “This is the most pathetic attempt to excuse profiteering I’ve seen. ‘We completely condemn the World Cup but will show it every day it’s on to ensure we sell more beer’. Absolutely no shame.”
BrewDog chief executive, James Watt defended the decision and replied on Twitter.
He said: “Let’s be honest – people are still going to watch the games – so we want to give them the opportunity to watch the games and raise money to drive positive change at the same time.
“Meaning people can show their love for the game… and their anger at who happens to be hosting it.”
Other social media users mentioned Mr Watt’s appearance on a BBC Disclosure documentary in February, which claimed he made staff uncomfortable.
He issued an apology to anyone who felt uncomfortable around him but launched a complaint around some of the documentaries content.
What charities will receive the money?
BrewDog says all Lost Lager profits from November 20 to December 18 will be donated in January 2023.
On its website, it says only registered charities that “demonstrably and directly” help those who have been affected by human rights injustices and violations in Qatar will be in the running.
Fifa said they will not be commenting on BrewDog’s decision.
Aberdeenshire-born BrewDog
BrewDog was started in a small way in a Fraserburgh garage in 2007 by young businessmen James Watt and Martin Dickie.
The venture has expanded massively in the past 15 years to become a multinational operation valued not far off £2 billion.
It now employs more than 2,600 people globally, including more than 250 at its Ellon headquarters.
In August, BrewDog held its annual AGM in Aberdeen’s Hazlehead Park.
The firm is due to open a rooftop bar on the Las Vegas Strip in December.
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