[bitontheslide]

A winner of one of Brewdog's "solid gold" beer cans has asked the advertising watchdog to investigate its claim the prize is worth £15,000.

The Scottish firm offered 10 people the chance to find a gold can hidden in a case of its beer.

Some winners questioned the worth after discovering the cans are gold plated, and one has asked the Advertising Standards Authority (ASA) to probe whether any rules were broken.

Brewdog stands by the valuation.

A company spokesperson said the use of the term "solid gold" was a mistake, but it stood by its £15,000 claim, saying the estimate was made up of more than just the metal used.

The ASA confirmed it was looking into the matter after it was contacted by sales manager Adam Dean, from Shrewsbury, Shropshire.

Mr Dean told the BBC: "I realised I had won after I treated myself to a can after having mowed the lawn and spotted something glistening away in the case.

"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.

"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, so I called the ASA."

He said the ASA had asked for all the emails he's received from the company and told him it will "assess my concerns".

https://www.bbc.co.uk/news/business-57650685

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That's deceptive marketing in my book