Scottish craft brewer BrewDog has launched a new IPA with a shelf-life of just 35 days, and will mark its launch by putting its weight behind a drive to get more people signed up for organ donation.
Born To Die 18.08.16 is destined to be enjoyed before a predetermined date, the Aberdeenshire-based company said, and each bottle will come up with its own organ donor card, which can be “popped out” of special beer mats. The company hopes to encourage consumers to sign up to be organ donors by including a link to the official UK organ donation register on each beer mat.
It has described the beer as “a terminally hoppy” IPA that is at its best at the time of serving.
James Watt, co-founder of BrewDog, commented: “At BrewDog we invest in two things: beer and people – and with this latest launch we’re asking our army of beer geeks to do the same… The UK’s organ donor register is severely low and we’re hoping our latest Born To Die launch will nudge more people to help others after they’ve shuffled off this mortal coil. Thousands of people drink our beer every day, and now they can pop a card out of their beer mat and pledge their death to a good cause.”
An 8.5% double IPA loaded with bitter orange, lime zest, grapefruit, pine dust, freshly cut grass and biscuity malt, Born to Die features a host of American hop varieties including cascade, simcoe, amarillo and citra. The hops deliver an explosion of flavour and aroma, but will only endure for a limited time and will expire on 18 August.
Watt continued: “Our Born To Die series has enjoyed an incredible reaction and we’re psyched to finally launch the next in this unique project. After recent pressure on the UK to switch to an opt-out system what with numbers of donors so low, we felt like this batch of beer could be a great way to mobilise our army of beer fans to ramp up the numbers on the list. All good things come to an end, including this beer, and its drinker.”
The brewer currently has 44 bars and bottle shops, exports to 55 countries, and was recently named as the UK’s tenth fastest growing private business in the Sunday Times Fast Track 100. Its innovative business model, Equity For Punks, has also taken more money through crowdfunding than any other business on record.
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