Beer brand Brewdog is making 'Punk Sanitizer' to help with shortages

Agency Uncommon worked on the idea

Published On
Mar 18, 2020

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Beer brand Brewdog is doing its bit to help with the shortage of hand sanitizer products in the U.K. by manufacturing its own brand in its distillery in Scotland.

The company's co-founder James Watt tweeted an image of the product, Punk Sanitizer, which was created with the help of Brewdog ad agency Uncommon. The image is accompanied by the message: "Hand sanitizer is selling out everywhere. So we have started using our distillery to make Punk Sanitizer. We want to do all we can to help everyone get through this difficult time."

Brewdog is not the only alcohol brand to have this idea; in the U.S.. several distilleries are already manufacturing hand gel. However, the branded nature of the product seems to have divided opinion, with some on Twitter making comments such as "remove the brand and give it away for free." Watt later clarified that the product would be given away for free.

The company's recent marketing has been positioned around being provocative and "punk."  Its alcohol-free beer is called "Punk AF" and last year, the U.K.'s Advertising Standards Authority banned an outdoor campaign for the product with the tagline  "Sober as a Motherfu-" after complaints that it was positioned near to schools.