BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots: This. Is. Lager.
The new beverage is a 4.7% ABV pilsner designed to offer lager drinkers a craft beer alternative to mass-produced lagers.
It’s brewed with 100% malt and 10 times the hops of most industrial lagers. To demonstrate the difference, BrewDog is offering free 1/3 pint tasters of This. Is. Lager. at all of its UK bars from 12 noon until 12 midnight on 3 September.
“If we can redefine lager in the UK, we will redefine our relationship with alcohol,” said co-founder James Watt. “We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway.
“With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to ‘stack ’em high sell ’em cheap’ beers with no soul or taste.”
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