Beer Bicker: Is BrewDog’s ‘Punk AF’ N/A brew stolen AF?

BrewDog may be in the doghouse if accusations of idea stealing prove truthful. Content marketing agency Manifest is alleging that the Scottish beer powerhouse launched an alcohol-free version of their popular IPA ‘Punk AF’ without crediting them for the idea.

The debacle between Manifest boss Alex Myer and BrewDog founder James Watt unfolded on Twitter on May 9.

Myer claims Manifest pitched a strategic concept for the N/A brew to BrewDog which, according to PR Week, went beyond the design of the can. BrewDog allegedly rejected the agency’s pitch.

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Watt rebuttals by saying BrewDog paid Manifest for the work they submitted (pictured on left), but the final product of ‘Punk AF’ was the work of a different agency (pictured on right).

“Not really the same…….” wrote Watt.”

This is a @ManifestLDN concept. We were told @brewdog had chosen a different route. We have not been paid for it. https://t.co/P4DIXqCox8
— Alex Myers (@AlexMyers) May 9, 2019

Myer told PR Week that this concept of “idea mining”—running a pitch process just to get ideas—is not new and, in fact, common with big brands. He added that if BrewDog had simply given him and his Manifest team creative credit, he wouldn’t have a problem.