Your comment seems to fit the profile of Brewdog, a UK based 'craft brewery'. They are known for deliberately courting controversy. The egregious examples include frivolous claims on trademarks, misogyny, bullying, harassment, amongst toe-curling and churlish behaviour, when they appeared on a BBC programme Who's The Boss. The latest 'Gold Can' escapade is another deceptive marketing campaign, which is their raison d'être. The strategy works, as it is doing them no harm and the growth is phenomenal.
https://www.theguardian.com/business/2021/jun/10/brewdog-pun...
https://www.thedrinksbusiness.com/2016/03/brewdog-boss-regre...