The Silver Tankard

Hare of the ‘Dog…?
30/07/2010, 12:43 pm
Filed under: Uncategorized

At the risk of turning this blog into a publicity machine for BrewDog, I couldn’t help but write a post about its new beer, stuffed into the carcasses of small mammals.

Yes it’s a shocking publicity stunt. Yes it’s media-baiting, establishment-mocking, gimmickery. Yes it’s pretty sick. But yes, it’s also another ingenious statement from a brewery that is changing the way we think about beer… And I love it.

BrewDog's 'The End of History' beer. Served in a squirrel. And a stoat.

According to the Telegraph, only 12 bottles of ‘The End of History’ blonde ale have been made – probably for the good of the world, with a 55% volume and price-tag akin to fine champagne. Each is sheathed in a dead animal – seven stoats, four squirrels and a hare – stuffed by a Doncastrian taxidermist.

Responding to criticism from animal-rights and responsible-drinking groups, the ever eloquent BrewDog co-founder, James Watt, told the Telegraph: “This artisan beer should be consumed in small servings whilst exuding an endearing pseudo vigilance and reverence for Mr Stoat… I can think of no grander way to celebrate these animals than for them to be cherished by the lucky owners. [They] all died of natural causes – better to be celebrated and valued than left to rot.”

Surely the question is where does BrewDog go from here? Might it exhume Oliver Reed’s corpse to house a barrel of beer that evaporates before it hits your lips? I wouldn’t put it past these guys…