BrewDog: One beer too many?

It may have started as something of a novelty, but BrewDog’s seemingly relentless quest to simultaneously break records and cause controversy is starting to verge on irresponsibility.

brewdog--sinkthebismarck.jpgThe Scottish brewer this week announced the launch of a 41% abv beer, snatching the record for the world’s strongest beer back from German rivals Schorschbräu, which held the title for just two weeks with its 40% abv Schorschbock.

At £40 for a 330ml a bottle, only available via the BrewDog website, , Sink the Bismarck is a quadruple IPA that is stronger than whisky and vodka.

BrewDog says it developed the new beer, with the typically controversial name Sink the Bismarck, in order to “reclaim the world record – and national pride”, but the question of whether Britain really should be proud of such a record has to be asked.

The brewer is no stranger to controversy, having faced something of a backlash from alcohol awareness groups last November when it released the 32% Tactical Nuclear Penguin, which at the time also took the record away from Schorschbräu’s 31% abv effort.

Innovation and ambition are two characteristics well worthy of praise, but one has to wonder where this back-and-forth could lead.

BrewDog is renowned as an irreverent company which keeps its tongue firmly in its cheek. Indeed, when speaking of the running battle with Schorschbräu to produce the world’s strongest beer, BrewDog managing director James Watt said: “We will fight them in the mash tuns, we will fight them in the fermentation tanks, by golly we’ll physically get into the freezers and fight them there if we have to.”

No Responses to “BrewDog: One beer too many?”

  1. grazz clark says:

    Whilst i would agree that brewdog seem to have an irreverant attitude to the whole rumpus this is creating, i think it is wrong to blame them or indeed any other company for the issues that british society has with alcohol. What we need is more education about what alcohol is, what effects it has on the body and mind, and the damage that it causes, not only to your body, but to your relationships, to your surroundings, your environment and society. And this education needs to start early, in schools, in homes, in the media, on tv. It is going to take decades to repair the damage that has been done to our society.

Leave a Reply

Your email address will not be published. Required fields are marked *

Please note that comments are subject to our posting guidelines in accordance with the Defamation Act 2013. Posts containing swear words, discrimination, offensive language and libellous or defamatory comments will not be approved.

We encourage debate in the comments section and always welcome feedback, but if you spot something you don't think is right, we ask that you leave an accurate email address so we can get back to you if we need to.

Subscribe to our newsletters

The Global Riesling Masters 2019

Deadline : 20th December 2019

The Global Pinot Noir Masters 2020

Deadline : 31st January 2020

Click to view more

The Global Grenache Masters 2019

View Results

Champagne Masters 2019

View Results

Click to view more

Subscribe today to get each issue of The Drinks Business as soon as it's published, plus all the latest breaking news and access to our library of back issues.

Subscribe Today!

Subscribe to our daily newsletter

Stay up-to-date with the latest news about the international spirits industry every weekday lunchtime (GMT)