Pattaya Daily News

23 July 2010 :: 15:07:39 pm 32737

Scottish “Dead Animal” Beer Labelled a Perverse Gimmick

A beer claimed to be the strongest in the world and served in bottles made of stuffed animals has been branded as “perverse” by Advocates for Animals spokespeople recently.
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Scotland, the 23rd of July 2010: “The End of History” made by the BrewDog brewery of Aberdeenshire, Scotland, is a 55% strength beer available at a whopping Bt27,400 per bottle. Branded the strongest beer in the world the expensive beverage is being marketed in the stuffed bodies of various native Scottish animals.

Beer co-founder James Watt said: “We want to show people there is an alternative to monolithic corporate beers, introduce them to a completely new approach to beer and elevate the status of beer in our culture.” The bottles have been made using the stuffed bodies of seven dead stoats, four squirrels and a hare the company revealed.

Advocates for Animals policy director Libby Anderson explained, “It’s pointless and it’s very negative to use dead animals when we should be celebrating live animals. This seems to be a perverse idea. It’s just bad thinking about animals, people should learn to respect them, rather than using them for some stupid marketing gimmick.”

Furthermore, director of services at Alcohol Focus Scotland, Barbara O’Donnell stated that is was an example of a company pushing the boundaries of acceptability in the pursuit of cheap marketing.

BrewDog previously drew criticism from industry watchdog the Portman Group last year when it unveiled a 32% beer, Tactical Nuclear Penguin. It has also faced claims that its 18.2% Tokyo beer promoted excess, while in February 2010 BrewDog launched the “Sink the Bismarck” a 41% volume ale.
The “End of History” and all other beer varieties mentioned above can be purchased via the BrewDog website, www.brewdog.com

Reporter : John Weston   Photo : Internet   Category : World News

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