Friday, July 23, 2010

BrewDog Fiasco

Oh, boy. Here we go again. BrewDog is a new, small brewery in Scotland and has received much press lately. For the most part, the press covers their effort to claim the top spot in the 'highest abv beer' battle. Their newest creation is a 55% abv whopper of a beer, "The End of History". As if the abv wasn't enough, these bottles are literally stuffed into the bodies of "taxidermied" animals (squirrels, as far as I can tell).  Why?
I don't know.

But, I do know some people are peeved about this, most notably the perception of a 'marketing gimmick' on behalf of a craft brewery. This seems the same as the macro guys doing it (Vortex bottles, et al), as they are expected to bring focus to the commercial, and away from the actual beer. It irks many beer lovers that any craft brewery would stoop to this level. And the fact that it's in Scotland (close to CAMRA) just adds fuel to the fire.

Is this to be expected now? That craft brewers, using the Internet and other new-wave means of communication and information, will turn to 'outlandish' stunts and 'wacky' commercials?  Probably. Many people will rant and rave, from both sides, if this is right or wrong.

The proof, however is in the beer. Or is it?  Innovative and 'entertaining' marketing tactics haven't sunk Coors, Budweiser or Corona. Their beers aren't very good, but quite profitable.

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