Blog: Chris MercerBrewDog serves beer in stuffed animals - Of course they do

Chris Mercer | 22 July 2010


BrewDog's The End of History beer

BrewDog's latest publicity stunt has seen the brewer combine the arts of beer production and taxidermy.

BrewDog has created a 55% abv beer and released 12 bottles that have been placed inside stuffed animals - to be precise, seven dead stoats, four squirrels and a hare.

This is probably the most bizarre press release I have dealt with at just-drinks.

In a typically provocative and ridiculous statement, BrewDog said the beer has been called "The End of History" in a nod to philosopher Francis Fukuyama - "implying this is to beer what democracy is to history". Sure.

"This is the beer to end all beers," declared BrewDog co-founder James Watt. "It’s an audacious blend of eccentricity, artistry and rebellion."

Stuffing beer bottles into dead animals isn't rebellious, James, it's just weird. 

BrewDog's founders are so keen to be known as industry mavericks that they seem to have lost their grip on reality. However, I'm sure that my opinion is only a result of my failure to understand the nuances.

Judge for yourself, if you've a spare GBP500 (US$757) under the bed.


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