Scottish brewer BrewDog has launched a new “terminally hoppy” Indian pale ale (IPA) with a shelf life of just 45 days, encouraging consumers to drink the beer before the on-pack best before date in order to enjoy it at its peak.
The new 8.5% ABV Born to Die beer will be available in kegs and 660ml bottles, with two batches being produced by the Aberdeenshire-based craft brewery this year. The first batch features a drink-by date of 4 July 2015, which is given greater prominence on the bottle label than most beers.
Born to Die is more heavily whirlpool and dry-hopped, resulting in an increased pick-up of volatile hop oils that are responsible for the intense taste and fragrance of the beer, BrewDog said.
BrewDog co-founder James Watt said: “One of the many beautiful things about beer is the ability to constantly experiment with the core ingredients of hops, water, malt and yeast to yield varied and wondrous brews. We’ve been doing this since we started in a garage eight years ago and this spirit of adventure and inquisitiveness has never left us. With Born to Die, we’ve been inspired by the ‘Enjoy By…’ IPA series from Stone, which we absolutely loved. With [Stone Brewing Co co-founder] Greg Koch’s blessing, we put our spin on the concept and Born to Die was…born
“At BrewDog we set out to shake the foundations of the beer industry and expand the possibilities of beer in the UK. We’re proud to have produced some of the most innovative and boundary-pushing beers over the last eight years and we have no plans to stop any time soon. Born to Die is our gift to the craft beer lovers and connoisseurs. We’ve worked hard and delicately on this for some time, and we’re certain palates won’t be the same after a sip of this Imperial IPA.”
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