BrewDog has re-introduced its controversial gold-plated cans after facing backlash from angry punters who found out that they were falsely promised "solid gold cans" during their last competition.
The leading beer manufacturer previously offered people the chance to win the luxurious cans but was later met with complaints from 25 customers who discovered they were actually gold-plated.
Skint punters were left distraught after their plans to flog the "24 karat gold" cans were put to a halt after they realised that they were not worth £15,000 like the Scottish brewer had said.
The Advertising Standards Authority (ASA) declared that the promotion was misleading and Brewdog have since issued an apology with another competition, reports Daily Record.
Beer fans will now get the chance to win one of ten diamond-encrusted gold-plated cans as part of the new competition called 'The Sequel: A Gold Plated Apology'.
Speaking about the new giveaway, a spokesperson for BrewDog said: "Hands up. We got this wrong.
"The term 'solid gold' appeared in two tweets (out of more than 50) about the promotion, one in November last year and one in February this year."
To ensure the cans are authentic, James Watt, co-founder of BrewDog, confirmed that three independent experts will value them with a certificate of value.
"Whilst we still stand by the valuation, we made mistakes which we’ve learnt from," he said.
"And now we want to give ten lucky people the chance to win big – way, way bigger than before.
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"It’ll be a short campaign over ten days, and we’ll contact a new winner each day to let them know they’ve won."
The beer brand confirmed they will also donate £5,000 to the charity of each winner’s choice.
Winners will also have the option of claiming the diamond-encrusted gold plated can worth £25,000, or taking the £25,000 in cash just in case they are worried about the recent ASA ruling.
They explained that the new promotion will begin at 8am on Wednesday, October 20, with winners selected at random from customers who order beer from brewdog.com.
Those who purchase selected 12 x 330ml packs/bundles would be given one entry to the competition, while those who buy 24 would be given two, while 48 pack purchases will equate to four entries.
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A winner will then be drawn every calendar day until all 10 prizes have been claimed.
Speaking to the BBC, one of the original gold can winners, Adam Dean from Shropshire, said: "It said on the can 'you've won a £15k 24 carat gold Hazy Jane can'. Once I'd got over the shock I wanted to cover it on my house insurance.
"I got in touch with the can's makers, Thomas Lyte, who told me it was actually brass with a 24-carat gold plating."
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He went on: "I had it valued by a jewellery expert. He told me it was only worth £500. I'm just totally disappointed and I want it resolved.
"I legally entered a competition to win a solid gold can but I've not got that. I asked for shares to make it up to £15,000 and Brewdog basically said no."
When asked about what will happen with the original winners, BrewDog responded: "We’ve apologised for referring to the can as solid gold in the original promotion but we stand by the £15,000 valuation of the prize.
"We think the right thing to do is run a new, bigger, better promotion."
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