The Morning Advertiser, a British alkie-trade paper, brings us the latest round of what I have openly called before this latest round a ludicrous, attention-seeking, almost childish game of "comparison of certain male bodily appendages for the sake of ego gratification"--only now they're way too far into the use of various things for which we used to get advertising spam e-mails on a routine basis:
Controversial Scottish brewer Brewdog has reclaimed the title of world’s strongest beer from its German rivals.
German brewers Schorschbräu briefly held the record after releasing its 40% Schorschbock just two weeks ago, taking the record off Brewdog’s Tactical Nuclear Penguin.
Brewdog has now hit back with a 41% abv quadruple IPA called Sink the Bismarck!, priced at £40 [$65] for a 330ml [11.2 oz.] bottle and is only available from the brewer’s website.
The brewer has been fighting a running battle with drinks industry watchdog Portman Group and health lobbyists over the strength and packaging of its beers.
“As a company responsible consumption and better education about beer is ingrained in all we do,” said co-founder James Watt.
“Beer has a terrible reputation in Britain, it’s ignorant to assume that a beer can’t be enjoyed responsibly like a nice dram or a glass of fine wine. A beer like Sink the Bismarck! should be enjoyed in spirit sized measures.”
From their website/blog:
This is IPA amplified, the most evocative style of the craft beer resistance with the volume cranked off the scale. Kettle hopped, dry hopped then freeze hopped for a deep fruit, resinous and spicy aroma. A full out attack on your taste-buds ensues as the incredibly smooth liquid delivers a crescendo of malt, sweet honey, hop oils and a torpedo of hop bitterness which lasts and lasts.
If you need a laugh:
Sink the Bismarck! from BrewDog on Vimeo.
Seriously. These blokes are making Stone Brewing, or even Sam Calagione and Dogfish Head, look like a bunch of uptight slackers, both in the brewing and publicity department. (Though, truth be told, American brewers are expressly prohibited by Federal law from using the same freeze-distillation techniques exercised by BrewDog and Schorschbrau.)
So are we going to keep buying all this blather and bottles? Frankly, I don't even want any more of this stuff. I'll sample it if the opportunity arises for cheap or free, but right now we're just being ripped off--come on, admit it, we're being played--and the beer geeks that buy into this stuff are doing it for the same damned reason that they brewers are making it: bragging rights. Next, the Swiss or Japanese will counter with something with 42%, BrewDog will counter with some 43% concoction, and we'll keep shelling out big bucks just so we can say "we tried the
In OTHER (and more relevant) news from BrewDog, the brewery has reformulated one of its previous "publicity-gimmick" beers for 2010. Last year's batch of Nanny State, a 0.5% ABV concoction with an alleged 225 international bittering units, was an apparent one-off response to negative reaction the previous record-setter, their 18% imperial stout Tokyo (now imported to the States under the name "Tokio" and on shelves in Maryland as we type). The name has been revived for 2010 for an 0.5% (functionally "non-alcoholic") malty "West Coast inspired" pale ale with only 45 IBUs. (Whether the West Coast in question is North America or Scotland has not been answered by the brewers, and is apparently left open to interpretation, though with "centennial, amarillo, columbus, cascade and simcoe and intensively dry-hopped with centennial and amarillo" in the description, it's a safe guess they mean West Coast North America......)