If there’s one thing Scotland-based upstart BrewDog is known for, it’s publicity: they know how to get attention and drive a story, for good or ill. Recently they engendered just such publicity with the release of their Tokyo* (yes, for some reason there’s an asterisk in the name), a monstrous Imperial Stout with 18.2% alcohol by volume which caused an uproar in the UK for being, well, strong.
To be fair, it was a pretty ridiculous uproar, considering you can buy 80-proof whiskey and other such spirits all over the place there.
But BrewDog has countered with yet another extreme: a 1.1% alcohol beer called Nanny State. According to that BBC article:
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.
On BrewDog’s blog they elaborate further:
Nanny State is mild imperial ale containing more hops per barrel than any other beer ever brewed in the UK. It is an extraordinary little ale jammed full of all the brewer’s favorite hops giving it as much body and mouthy feel as possible, ensuring that low strength does not translate into reduced flavour.
Nanny State, takes the low ABV hop-bomb concept to the next level and is so low in alcohol it is below the legal classification of beer and not strong enough to be subject to beer duty. We believe we have created a new beer category – The Imperial Mild – with Nanny State and How to Disappear Completely.
I just have to shake my head. Masters of PR, they are. And with a name like “Nanny State” it’s sure to generate more controversy—on purpose, of course.