Brewery's Nanny State beer swipe

[pauldun170]

Brewery's Nanny State beer swipe

A brewery has launched a low alcohol beer called Nanny State after being branded irresponsible for creating the UK's "strongest beer".

Scottish brewer BrewDog, of Fraserburgh, was criticised for Tokyo* which has an alcohol content of 18.2%.

Campaigners welcomed the 1.1% alcohol Nanny State but said the name showed a lack of appreciation of the problem

The 3,000 limited edition bottles of Tokyo* contained six units of alcohol - twice the recommended daily limit.

The company had insisted the £9.99 high strength beer would help tackle the country's binge-drinking culture, because customers would drink it in smaller quantities.
“ The name of the beer proves that once again this company is failing to acknowledge the seriousness of the alcohol problem facing Scotland ”
Jack Law Alcohol Focus Scotland

But Alcohol Focus Scotland had branded that argument "deluded".

BrewDog founder James Watt explained on his blog: "Anyone who knows BrewDog, knows beer, or anyone has more common sense than a common (or garden) gnome will know that the scathing and unrelenting criticism we faced was pretty unjustified.

"If logic serves the same people who witch-hunted and publicly slated us should now offer us heartfelt support and public congratulations.

"However I fear that this, unfortunately, is an arena devoid of logic and reason."

Nanny State is described as a "mild imperial ale containing more hops per barrel than any other beer ever brewed in the UK".

It is being made available in limited quantities online for £2.49.

Jack Law, chief executive of Alcohol Focus Scotland, said of the new Nanny State beer: "This is a positive move which proves that low strength doesn't compromise quality.

"However the name of the beer proves that once again this company is failing to acknowledge the seriousness of the alcohol problem facing Scotland."

BrewDog previously ran into controversy when drinks industry watchdog the Portman Group said its Speedball drink should be withdrawn from sale until its marketing was changed.

Speedballing is the name given to combining heroin and cocaine.
Story from BBC NEWS:
http://news.bbc.co.uk/go/pr/fr/-/2/h...st/8278312.stm

Published: 2009/09/28 11:19:40 GMT

[unknownroad]

Gotta give props to a man who understands marketing!