Craft beer’s beef with big beer is no secret.
The rivalry between a major craft brewer and the largest spirits maker in the world show just how deep the animosity goes.
In one corner is Guinness, an iconic 257-year-old brand, backed by its parent company Diageo, the spirits market leader that also owns Johnnie Walker, Smirnoff, and Baileys.
In the other corner we have BrewDog, an independent Scottish brewer founded in 2007 that has revenue of more than $48 million.
The craft brewer has called Diageo everything from “dumbass corporate freaks” to manufacturers of “mass-produced rubbish” like Guinness.
“We started BrewDog because we were bored of the industrially brewed lagers and stuffy ales that dominated the UK beer market,” Sarah Warman, BrewDog’s head of marketing, told Business Insider. “We won’t conform, we won’t apologise, we are punk and we will stand up for the beer in the face of anything.”
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