Brewdog like controversy as publicity.
They did a 'beer for girls' which was cheaper for any female buying it and one guy took them to court for discrimination for it.
They also got a slap on the wrist by the Portman group for the stunt too.
They are no stranger to publicity through controversy. They actively seek it out.
They want to look woke to a young market and think this will endere them to that target market, especially if it enrages 'old people' and 'none cool people'
Remember they want the hipster pound.
(Note real beer lover who are into their craft beers don't like brewdog as they are a huge multi national 'sell out' who mass produce rather than brew with love. So it really is about a broad corporate image for people who want to be trendy and present as hipsters, but don't really think nor get it and are very suspetable to marketing. It's all about the shallow visuals)
We've boycotted them for sometime. I know numerous stories about their lack of ethics which I can't repeat here. They are a sham and not what they try and pretend they are.