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BrewDog hits out at mainstream beers with launch of Fake Lager
Craft brewery plans to launch Fake Lager as a ‘direct attack on the heartland of Britain’s crap beer culture’ and holds nationwide crap beer amnesty
BrewDog, Scotland’s largest independent brewery has today launched Fake Lager, a bohemian pilsner designed to be everything mainstream, mass-produced lagers are not. With a confrontational name and positioning, the brewer hopes Fake Lager will chip away at the stereotypes associated with the beer style that it feels epitomises binge drink Britain. The brewer also plans to host a nationwide ‘crap beer amnesty’, allowing people to trade-in their mass-produced mainstream lagers for a half pint of the Fake Lager craft pilsner at the brewer’s eleven bars.
- BrewDog caused short-term outcry amongst fans when it announced Fake Lager on April Fool’s Day claiming it was a “sell out” beer, and the brewery was going “mainstream”.
- Amongst the reported ingredients and processes in the April Fool’s Day prank were ‘Rice, Corn & Glucose Syrups’, ‘No hops at all’, ‘almost no flavour at all, hints of cardboard, snake oil and corroding metals’, ‘quadruple filtered and pasteurised to the point it no longer has a discernable soul’.
- Fake Lager will be available to buy from BrewDog.com and in any of the eleven BrewDog bars throughout the UK from April 6.
- As part of the launch, beer fans can swap a can, a bottle or even a keg of any ‘lowest common denominator beer’ for a bottle of Fake Lager in any of the BrewDog bars around the country on Saturday, April 6.
James Watt, cofounder at BrewDog commented:
“This is a beer aimed directly at the heartland of the mainstream beer industry; redrawing the battle lines of the craft beer revolution and signalling the beginning of the end for the mega breweries crying about beer duties and minimum price per unit legislation. Fake Lager will restore the muddied and bastardised pilsner style to its rightful position as a beer with complexity and character; not the shameful mass produced monstrosity that has become the stereotype in the UK.”
James Watt added
“The stand against the tasteless, apathetic beers like those peddled by the globe’s biggest mass production breweries isn’t new, but for too long lager has been seen as the lowest common denominator in Britain. Inspired by the actions of those beer lovers in Pilzen hundreds of years ago, we are outing the drab, over-marketed liquid cardboard flogged as lager in most of Britain’s shops and bars. Fake Lager is a statement of intent and the next step of the craft beer revolution. The gates have been breached; the big guns can smell the change is coming and they’re running scared.”