BrewDog Brewing Co. based in the United Kingdom never ceases to amaze me with their antics in the craft beer world. Not only do they produce tasty beers, they keep us all entertained.
First it was Sink the Bismark- a “quadruple IPA that contains four times the hops, four times the bitterness and frozen four times to create at a staggering 41% ABV.” They caught some slack from various organization about the very high ABV of both this brew and Tokyo which clocks in at 18%. So then it was a beer with a 1.1% ABV- Nanny State.
Nanny State is a 1.1% ale. We have gone from making Britain’s strongest beer to a brew so low in alcohol it is below the legal classification of beer and not strong enough to be subject to beer duty.
Take that people- whoever you are!
Moving right along- beer sold in dead animals. Taking branding to a whole new level. Twelve bottles of The End Of History ale were made and placed inside seven dead stoats, four squirrels and one hare. Animal rights groups were not into this idea.
Now, in honor of the royal wedding that has capitvated the American news…BrewDog brings you….
Royal Virtuality Performance- a beer brewed with Viagra. Below is what BrewDog says about their limited release:
We are going to release a limited-edition beer containing Viagra to mark the forthcoming royal wedding of Prince William and Kate Middleton on April 29th. Brewed using various well known aphrodisiacs, the limited edition artisanal beer will only be available to buy from the BrewDog.com website and will be dispatched on the day before the wedding.
According to the specially commissioned label, the Royal Virility Performance contains Viagra, chocolate, Horny Goat Weed and ‘a healthy dose of sarcasm’. The beer is a 7.5% ABV India Pale Ale and has been brewed at BrewDog’s brewery in Fraserburgh.
With this beer we want to take the wheels off the royal wedding bandwagon being jumped on by dozens of breweries; The Royal Virility Performance is the perfect antidote to all the hype. A beer should be brewed with a purpose, not just because some toffs are getting married, so we created something at our brewery that will undermine those special edition beers and other assorted seaside tat, whilst at the same time actually give the happy couple something extra on their big day.
We want to make other people as passionate about great craft beer as we are and products marketed according to an event rather than their flavour is an example of what’s wrong with the industry. There is more to brewing and tasting beer than putting a royal wedding label on it, so we’re showing everyone just how ludicrous it is.
This craft ale will cost £10 per bottle, with 20% of all proceeds going to the charity Centrepoint, which Prince William supports. Just 1,000 bottles of the beer will be sold via BrewDog.com and the brewery has sent a complimentary bottle to Prince William himself.
I have always been facinated by BrewDog because of the quality of beers, the innovation and their strong determination to send a message by ways of craft beer. Cheers to that!