With nearly $200,000 in solid gold up for grabs, BrewDog asked, “What would Willy Wonka do?”
On Nov. 12, the brewery tweeted that over the next four weeks, 10 solid gold Punk IPA cans will be shipped out at random from its online store. These 24-carat gold cans will be hidden within Punk IPA 12-packs, which retail for just under $20.
Each golden can is worth almost $20,000 alone, but BrewDog didn’t stop there. Instead, the brewery is also promising £10,000 (around $13,300) of BrewDog shares and a VIP tour of its Aberdeenshire headquarters to every winner.
On Nov. 13, BrewDog founder James Watt announced that the first winning boxes had shipped but warned they wouldn’t contain the actual gold. Instead, to prevent the can from getting damaged, the brewery sent out labeled, numbered Punk cans that can then be redeemed for the real thing.
To enter, customers must purchase a case of the Punk IPA from BrewDog’s website. All participants can then look forward to a light golden IPA with bold tropical fruit notes that bounce from caramel to pineapple.
Unfortunately, the contest is only available to participants in the U.K., but international BrewDog fans can still purchase their favorite beers online via the brewery’s website.
While it’s disappointing for American fans, it’s probably for the best. With Covid-19 lockdowns still looming, the country may not be able to handle another round of buying in bulk, and shoppers are probably better off enjoying an IPA without the threat of gaining thousands of pounds.