<p>The CEO of Brewdog, a Scottish Brewer caught himself in a "costly mistake" in a promotion campaign by his company. The CEO, <strong>James Watt</strong> has to pay out almost <strong>£500,000</strong>&nbsp;($608,165) to winners of the company's misleading "solid gold" beer can promotion which offered people the chance to find a solid gold can hidden in cases in 2021.&nbsp;</p>

<p>It was later found out by the winners of such cans that they were not actually gold but were only gold-plated, to which James admits that he was also unaware of it and "falsely thought" the cans were made from solid gold.&nbsp;</p>

<p>Also Read |&nbsp;<a href="https://www.wionews.com/world/new-jersey-and-ohio-also-ban-tiktok-on-government-owned-devices-550886">New Jersey and Ohio also ban TikTok on government-owned devices</a></p>

<p>James, the co-founder of <strong>Brewdog</strong>, said he "misunderstood the process of how they were made" and made a "silly mistake" by telling customers in initial promotional tweets that the cans were "solid gold cans".</p>

<p>After some winners complained to the<strong> Advertising Standards Authority</strong>, the watchdog upheld the complaints and said three advertisements were misleading in October 2021. "Those were 3 very expensive mistaken tweets that I sent out in my enthusiasm for our new campaign," Mr Watt said in a post on LinkedIn on Saturday.</p>

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<p>"The Gold Can saga was headline news. We were made to look dishonest and disingenuous and we took a real hammering online and in the press. Deservedly so. My initial tweets had been misleading and we deserved the flak", he added.</p>

<p>James&nbsp;stated that because of his error, he contacted each of the 50 gold can winners and offered them the "full cash amount" as an alternative to the prize if they were dissatisfied. "All in all, it ended up costing me around £470,000 - well over 2 and a half years' salary", he added.</p>

<p>The Brewdog CEO revealed in his post that he now owns 40 of the gold cans. After conducting its investigation, the ASA said it received 25 complaints in relation to three social media adverts stating its can prize was made from "solid gold".</p>

<p>Watch |&nbsp;<strong>What is ‘NewBrew’? A beer made from urine</strong></p>

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<p>In addition to complaints about the prize's authenticity, some people questioned how much the can was worth.&nbsp;Brewdog claimed that&nbsp;it was worth £15,000. According to the ASA, Brewdog told investigators that a single 330ml can be made with the equivalent 330ml of pure gold would have a gold value of approximately $500,000 (£363,000) in October 2021. But the watchdog considered a general audience was unlikely to be aware of the price of gold, "how that would translate into the price of a gold can, and whether that was inconsistent with the valuation as stated in the ad".</p>

<p>James reiterated in his LinkedIn post on Saturday that the "valuation of £15,000 per can was accurate".</p>

<p>This was not the first time that the Scottish brewer has been in news for its marketing campaigns, in the past as well they have faced criticism for its marketing strategies and toxic workplace culture.&nbsp;</p>

<p>A letter from one of the ex-workers in June 2021 stated that former staff had "suffered mental illness" as a result of working for the craft beer brewer. The letter also alleged that Brewdog fostered a culture where staff were afraid to speak out about their concerns.&nbsp;</p>

<p>Though James apologised to former staff and said their complaint would only help him to become a better chief executive.&nbsp;</p>

<p>&nbsp;</p>

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The CEO of Brewdog, a Scottish Brewer caught himself in a "costly mistake" in a promotion campaign by his company. The CEO, James Watt has to pay out almost £500,000 ($608,165) to winners of the company's misleading "solid gold" beer can promotion which offered people the chance to find a solid gold can hidden in cases in 2021.

The CEO of Brewdog, a Scottish Brewer caught himself in a "costly mistake" in a promotion campaign by his company. The CEO, James Watt has to pay out almost £500,000 ($608,165) to winners of the company's misleading "solid gold" beer can promotion which offered people the chance to find a solid gold can hidden in cases in 2021. It was later found out by the winners of such cans that they were not actually gold but were only gold-plated, to which James admits that he was also unaware of it and "falsely thought" the cans were made from solid gold. Also Read | New Jersey and Ohio also ban TikTok on government-owned devices James, the co-founder of Brewdog, said he "misunderstood the process of how they were made" and made a "silly mistake" by telling customers in initial promotional tweets that the cans were "solid gold cans". After some winners complained to the Advertising Standards Authority, the watchdog upheld the complaints and said three advertisements were misleading in October 2021. "Those were 3 very expensive mistaken tweets that I sent out in my enthusiasm for our new campaign," Mr Watt said in a post on LinkedIn on Saturday. × "The Gold Can saga was headline news. We were made to look dishonest and disingenuous and we took a real hammering online and in the press. Deservedly so. My initial tweets had been misleading and we deserved the flak", he added. James stated that because of his error, he contacted each of the 50 gold can winners and offered them the "full cash amount" as an alternative to the prize if they were dissatisfied. "All in all, it ended up costing me around £470,000 - well over 2 and a half years' salary", he added. The Brewdog CEO revealed in his post that he now owns 40 of the gold cans. After conducting its investigation, the ASA said it received 25 complaints in relation to three social media adverts stating its can prize was made from "solid gold". Watch | What is ‘NewBrew’? A beer made from urine × In addition to complaints about the prize's authenticity, some people questioned how much the can was worth. Brewdog claimed that it was worth £15,000. According to the ASA, Brewdog told investigators that a single 330ml can be made with the equivalent 330ml of pure gold would have a gold value of approximately $500,000 (£363,000) in October 2021. But the watchdog considered a general audience was unlikely to be aware of the price of gold, "how that would translate into the price of a gold can, and whether that was inconsistent with the valuation as stated in the ad". James reiterated in his LinkedIn post on Saturday that the "valuation of £15,000 per can was accurate". This was not the first time that the Scottish brewer has been in news for its marketing campaigns, in the past as well they have faced criticism for its marketing strategies and toxic workplace culture. A letter from one of the ex-workers in June 2021 stated that former staff had "suffered mental illness" as a result of working for the craft beer brewer. The letter also alleged that Brewdog fostered a culture where staff were afraid to speak out about their concerns. Though James apologised to former staff and said their complaint would only help him to become a better chief executive. WATCH WION LIVE HERE You can now write for wionews.com and be a part of the community. Share your stories and opinions with us here.

'Costly mistake': Brewdog CEO pays nearly $600k from his own pocket to unhappy 'solid gold' beer can winners

<p>The longest-exposure photograph ever&nbsp;was recently clicked. And beat this - by coincidence! Now beat this one - through a beer can!&nbsp;</p>

<p>Around eight years ago, a Masters student from the University of Hertfordshire put photographic paper into a beer can to create a minimal pinhole camera.<br />
<br />
She then placed the beer can on a telescope at official observatory of the university - Bayfordbury Observatory. Then the best coincidence happened - she forgot about it!</p>

<p><strong>In Pics:&nbsp;</strong><a href="https://www.wionews.com/photos/solar-eclipse-plunges-south-america-into-darkness-for-two-minutes-349881" hreflang="en">Solar eclipse plunges South America into darkness for two minutes</a></p>

<p>The resulting image has been discovered now, and it may be the longest-exposure photo to be ever taken.<br />
<br />
According to the official statement on the university’s website, the former student - Regina Valkenborgh shared her experience.</p>

<p>Take a look at the pic below</p>

<h6><img alt="Beer can camera captures longest-exposure photograph ever - by coincidence! | Courtesy - Regina Valkenborgh/University of Hertfordshire" data-entity-type="file" data-entity-uuid="1af47150-741d-46d5-87e5-71f2eabb32a0" src="//cdn.wionews.com/sites/default/files/inline-images/Untitled%20design%20%281%29_173.jpg" /><br />
<em>Courtesy -&nbsp;Regina Valkenborgh/University of Hertfordshire</em></h6>

<p>"I had tried this technique a couple of times at the Observatory before, but the photographs were often ruined by moisture and the photographic paper curled up," she said.&nbsp;"I hadn't intended to capture an exposure for this length of time and to my surprise, it had survived”, she added.</p>

<p><strong>Also read:&nbsp;</strong><a href="https://www.wionews.com/world/uk-drug-dealer-erroneously-shows-clip-of-cannabis-farm-to-police-lands-in-jail-349858" hreflang="en">UK: Drug dealer erroneously shows clip of cannabis farm to police, lands in jail</a></p>

<p>The photograph captures the sun’s journey in the sky from 2012 - each time it rose and set. Almost 2,953 arcs of light were captured in this photo, which also captured a part of the telescope’s dome, visible in the extreme left of the photograph. The structure in the right corner of the picture was actually built halfway through the image.</p>

<p>The longest-exposure picture to exist before this one was captured over four years, eight months, and taken by German artist Michael Wesely.</p>

<p>The photographer had forgotten about the beer can camera, which was discovered by Bayfordbury Observatory’s principal technical officer - David Campbell. "It was a stroke of luck that the picture was left untouched, to be saved by David after all these years," Valkenborgh said in the statement.</p>


The longest-exposure photograph ever was recently clicked. And beat this - by coincidence! Now beat this one - through a beer can! Around eight years ago, a Masters student from the University of Hertfordshire put photographic paper into a beer can to create a minimal pinhole camera.

The longest-exposure photograph ever was recently clicked. And beat this - by coincidence! Now beat this one - through a beer can! Around eight years ago, a Masters student from the University of Hertfordshire put photographic paper into a beer can to create a minimal pinhole camera. She then placed the beer can on a telescope at official observatory of the university - Bayfordbury Observatory. Then the best coincidence happened - she forgot about it! In Pics: Solar eclipse plunges South America into darkness for two minutes The resulting image has been discovered now, and it may be the longest-exposure photo to be ever taken. According to the official statement on the university’s website, the former student - Regina Valkenborgh shared her experience. Take a look at the pic below Courtesy - Regina Valkenborgh/University of Hertfordshire "I had tried this technique a couple of times at the Observatory before, but the photographs were often ruined by moisture and the photographic paper curled up," she said. "I hadn't intended to capture an exposure for this length of time and to my surprise, it had survived”, she added. Also read: UK: Drug dealer erroneously shows clip of cannabis farm to police, lands in jail The photograph captures the sun’s journey in the sky from 2012 - each time it rose and set. Almost 2,953 arcs of light were captured in this photo, which also captured a part of the telescope’s dome, visible in the extreme left of the photograph. The structure in the right corner of the picture was actually built halfway through the image. The longest-exposure picture to exist before this one was captured over four years, eight months, and taken by German artist Michael Wesely. The photographer had forgotten about the beer can camera, which was discovered by Bayfordbury Observatory’s principal technical officer - David Campbell. "It was a stroke of luck that the picture was left untouched, to be saved by David after all these years," Valkenborgh said in the statement.

Beer can camera captures longest-exposure photograph ever - by coincidence!

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