Video: Brewdog parodies Guinness ad to launch new stout

Brewdog unveil new Jet Black Heart stout along with video blog mocking one of Diageo's most famous adverts

Published 11th Feb 2016
Updated 9 th Aug 2023

Revenge is a great beer served cold for Brewdog it seems, after they launched what they believe will be a stout to challenge Guinness' domination of the draught market.


Jet Black Heart Stout. Picture: Brewdog

Following an ominous blog post yesterday (in which they vowed to take revenge on Diageo for stopping them getting an award in 2012) , the brewer launched the new stout with the Hash tag #Beernotads and a video blog that shows co-founders James Watt and Martin Dickie and mocking one of Diageo's most famous Guinness ads by dressing up in a panto horse costume and getting wet.

As the blog post states: "At BrewDog, we know full well that to sell a stout you need two things. Thunderous waves. And horses."

Jet Black Heart - #BeerNotAds from BrewDog on Vimeo.

Jet Black Heart is the latest brew to win the brand's annual prototype challenge, which sees a series of new beers being brewed, with the winner - chosen by the public - going on to feature alongside Brewdog's headliner range.

Jet Black Heart now joins other winning prototypes and fan favourites such as Jack Hammer, Cocoa Psycho, Dead Pony Club and Vagabond Pale Ale.

The Trading House Glasgow

No horses were harmed in the making of this video according to Brewdog.

Described as having 'Roast coffee and chocolate' notes with a 'decadent, full-bodied richness of near uncharted depths' complemented by Magnum and Sorachi Ace hops, the brewers are hoping it will go on to become a fan favourite.

The new 4.7% ABV oatmeal milk stout will be available in bottles, and for the first time, on Nitro - the same draught style that Guinness uses - in every one of the brand's bars.

James Watt said: "Big beer advertising is bollocks. If you have to spend millions of pounds on ad campaigns to get people to drink your beer, the brewing is probably being neglected.

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"And anyway, Martin had a horse costume left over from the Christmas panto. So we thought, let’s save our money for making epic beer that tastes of something and stands for something."

Driven by a passion for all things drinks-related, Sean writes for The Scotsman extensively on the subject. He can also sometimes be found behind the bar at the world famous Potstill bar in Glasgow where he continues to enhance his whisky knowledge built up over 10 years advising customers from all over the world on the wonders of our national drink. Recently, his first book was published. Dubbed Gin Galore, it explores Scotland's best gins and the stories behind those that make them.
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