More BrewDog Ridiculousness…

This Thanksgiving morning here in the United States brings news of more extreme beer ridiculousness from across the Atlantic. Usually a level-headed place that only gets its knickers in a bunch when discussing gravity taps, cask breathers, and other real ale intricacies, the British beer scene is dealing with news that the BrewDog Brewery of Scotland has brewed what it claims to be the world’s strongest beer. I caught the story from beer writer Pete Brown’s website, and while I agree with the first line, I can’t say as much about the second.

Slag ’em or praise ’em, you just can’t stop talking about ’em.

But it’s nice to be able to talk about Brew Dog for the right reasons again. Today, the brewery announces the launch of Tactical Nuclear Penguin – at 32%, the strongest beer on the planet, beating previous record holder Sam Adams Utopias by 7%.

BrewDog certainly has a knack for public relations and marketing, born in large part out of its close following of the Stone Brewing Company’s playbook. Of the brewery’s beers I have previously written:

The irony here is, for all of the bravado and boastfulness, BrewDog actually makes very simple, approachable and traditional beers that do not push the envelope of taste or flavor.

So with news of a 32-percent alcohol beer, piggybacking upon the controversy caused by its Tokyo, a 12-percent imperial stout, and its low-alcohol Nanny State, co-founder and lead spinmeister James Watt is beginning to sound a little like the comedian Lenny Bruce, who late in his career spent all of his time on stage railing against censorship instead of telling jokes. Watt himself has invited much of the controversy, including the inexplicable filing of a complaint against its own beer (the aforementioned Tokyo) with the Portman Group, a trade organization representing beverage alcohol producers and brewers in Britain. This act of self-immolation led to the banning of the product from public sale.

While these efforts inevitably raise the brewery’s profile and public awareness of the brand, and perhaps it is even what is required to awaken a staid and conservative British marketplace, it certainly detracts from the brewery’s products and comes across as a manufactured marketing ploy.

So with this mini-jeremiad aside, I imagine the folks at the Boston Beer Company, maker of Utopias, the reigning holder of the world’s strongest beer crown, may have something to say about BrewDog’s claims to that title. Lab analysis and reports will follow and I imagine that the claimed 32-percent ABV TNP will reveal itself to be either a lesser fraction of that amount or mainly comprised of alcohol gained from whisky cask aging, on top of the freeze and water removal process .

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