BrewDog hits out at mainstream beers

4th April, 2013 by db_staff

Scotland’s largest independent brewery has released Fake Lager as a “direct attack on the heartland of Britain’s crap beer culture”, writes Samantha Graham.

BrewDog Fake LagerFake Lager is a Bohemian Pilsner designed to be “everything that mainstream, mass-produced lagers are not.”

With a confrontational name and positioning, BrewDog said it hopes “Fake Lager will chip away at the stereotypes associated with the beer style” that it feels “epitomises binge drink Britain.”

James Watt, co-founder at BrewDog said: “Fake Lager will restore the muddied and bastardised pilsner style to its rightful position as a beer with complexity and character; not the shameful mass produced monstrosity that has become the stereotype in the UK.

“Fake Lager is a statement of intent and the next step of the craft beer revolution. The gates have been breached; the big guns can smell the change is coming and they’re running scared.”

Fake Lager craft pilsner will be available to buy from BrewDog.com and in any of the eleven BrewDog bars throughout the UK from this Saturday.

The Scottish craft brewer, who gained fame for its efforts in brewing the world’s strongest beer, also plans to host a nationwide crap beer amnesty. On April 6 beer fans can trade-in a can, bottle or even a keg of their “lowest common denominator beer” for a half pint of Fake Lager at any BrewDog bar.

BrewDog caused short-term outcry amongst fans when it announced Fake Lager on April Fool’s Day claiming it was a “sell out” beer, and the brewery was going “mainstream”.

Among the reported ingredients and processes in the April Fool’s Day prank were “Rice, Corn & Glucose Syrups”, “No hops at all”, “almost no flavour at all, hints of cardboard, snake oil and corroding metals” and “quadruple filtered and pasteurised to the point it no longer has a discernable soul”.

This is not BrewDog’s first attempt to tackle binge-drinking culture. Last year the creative brewer tried to “kill beer stereotypes” by launching Ghost Deer, the world’s strongest fermented beer in a 6cl bottle.

BrewDog said it was “a physical demonstration that beer can be more than a pint of fizzy, apathetic, yellow lager”.

One Response to “BrewDog hits out at mainstream beers”

  1. Craig says:

    How pretentious.

Leave a Reply

Your email address will not be published.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

Subscribe to our newsletters

Job vacancies

National Account Manager – On-Trade

Berkmann Wine Cellars
London, UK

Sales Manager – Midlands and South West

Pol Roger Portfolio
Midlands and South West

UK Brand Ambassador - That Boutique-y Gin Company

That Boutique-y Gin Company
Tunbridge Wells, Kent, UK

Senior National Account Manager – Grocery (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Senior National Account Manager – Wholesale RTM (Craft Spirits)

Maverick Drinks
Tunbridge Wells, Kent, UK

Digital Marketing Manager

Master of Malt
Tunbridge Wells, Kent, UK

Experienced On Trade Sales Person

Borough Wine Imports
London, GB

3 x Business Development Executive

The Lakes Distillery Company Limited
Newcastle head office and nationwide, UK

Editor

Master of Malt Ltd
Tunbridge Wells(Kent)

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Brand Manager

Hallgarten Druitt
Luton, UK

Experienced On-Trade Salespeople Required

Portal Wines and Spirits
London, UK

The Global Merlot Masters 2017

Deadline : 17th April 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 14th April 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more