Good Dog

Posted on 07.23.10 8:32PM under Alcohol, News

So many people are hating on Brew Dog for their latest stunt. Packaging 55% ABV beer in dead rodents.

That’s right, I called it a stunt, but I’m not about to lash out at them.

On the surface this latest move is wrong on several levels:

  1. At 55% ABV, I think it’s a stretch to call it a “beer”
  2. This is clearly just an attempt to gain attention. In a way, Brew Dog is like the middle child in the birth order of today’s breweries.
  3. The beer comes packaged in a dead rodent that’s been preserved and stuffed.
  4. You have to pay 500 pounds (the English currency, not the SI unit for weight) just to get one bottle. And the bottle is only 12 ounces large. Apparently taxidermy is rather expensive.
  5. There were only 12 bottles made of this. Total. Twelve bottles. Talk about a limited production run!

But you know what, I just can’t get enough of the insanity that seems to drive their crazy ideas for huge beers. As if 110 proof isn’t enough (that’s stronger than almost all distilled spirits on the market) it’s packaged in dead animals and costs a fortune and is impossibly rare. I love it!!!

I wonder if they have an equivalent to PETA* over there? And don’t they have a TTB*?

At any rate, this sort of thing still hasn’t gotten old to me. Even if most of the commentators out there are not happy about it. But in the end, for every person spilling their guts on the web about the move contributes a drop in the bucket of Brew Dog’s marketing machine, which is the whole point.

* PETA=People for the Ethical Treatment of Animals. In other words a bunch of American hippies that refuse to eat animals.

* TTB=Alcohol and Tobacco Tax and Trade Bureau. I wonder how they decided on TTB. Why not ATTTB? Or even ATB? Anyway they’re the folks that regulate labeling, taxes, permits, etc. in the US for beer.

Read Comments

  1. Posted by BobbyO on 07.23.10 11:08 PM

    “4. You have to pay 500 pounds (the English currency, not the SI unit for weight)…”

    The SI unit for weight is the newton.