It's the drinks PR omnishambles that makes George Osborne look like a competent chancellor.
Brew Dog have long been known for their spectacular PR stunts, but the storm that broke on Twitter today seemed breathtaking even by their standards.
In this sensational statement, Brew Dog claimed that at the Scottish BII Awards last weekend, Brew Dog were voted clear winners of the Bar Operator of the Year Award. They knew this because the judges were sitting at their table and told them so. So everyone was surprised when another company's name was read out, with judges saying, 'That's not possible.'
The plot thickened when the 'winners' took the stage and refused to accept the trophy because it had Brew Dog's name engraved on it!
Later, according to Brew Dog, the BII phoned and said this had happened because Diageo, the main sponsors of the award, had threatened BII officials, warning them that any future sponsorships would be cancelled if the award was presented to Brew Dog.
Well... no. Brew Dog are famous for stunts, but this would be suicide if it were not true. And this was all about the bars - say what you like about the sensationalism of the head honchos, love or hate the brand, but as I've said repeatedly, the bars are about nothing but genuine passion and hard work. Could this really be spin and exaggeration?
No, it couldn't.
I asked Diageo for a statement, and here it is:
“There was a serious misjudgement by Diageo staff at the awards dinner on Sunday evening in relation to the Bar Operator of the Year Award, which does not reflect in anyway Diageo’s corporate values and behaviour.