Craft brewers have united in their support for independent Scottish brewery BrewDog following government and media backlash this week at the launch of its 18.2% abv beer.
Independent suppliers have applauded the introduction of Tokyo, a stout ale that BrewDog claims is the strongest in Britain, refuting claims that the drink will exacerbate Scotland's binge-drinking culture.
The 3,000 limited edition 33cl bottles, which were launched to the trade last week, will not be available in supermarkets, only in small, specialist shops and the company's website.
The beer's limited distribution, strength and £9.99 price point meant it would not appeal to typical binge-drinking consumers, said Chris Miller, MD of Scottish brewery Harviestoun.
"The majority of people we associate with binge-drinking would neither appreciate nor be able to afford an ale like Tokyo," he said. "Ale suppliers are fully aware of which consumers they are targeting. I cannot imagine how a small amount of a premium product could aggravate the problems in our drinking culture."
Craig Lee, MD of Yorkshire-based Rudgate Brewery, claimed BrewDog should be admired for injecting imagination into the category. "BrewDog is capturing a niche in the market with this latest new drink," he said. "You can buy two bottles of wine or a couple of multipacks of lager for the price of a bottle of Tokyo. They are far more likely purchases for binge-drinkers."
Bigger industry names were more deserving of the condemnation, claimed Richard McLelland, BrewDog's sales marketing manager. "It is far more dangerous to act as big players like Diageo do," he said. "Advertising their drinks with enormous posters carrying a tiny 'Drink responsibly' slogan at the bottom is nothing short of hypocritical. This ale, however, will be enjoyed in a similar way to a good bottle of wine or a Scotch whisky over an evening, with food."
Alcohol Focus Scotland chief executive Jack Law branded BrewDog "completely deluded" and "utterly irresponsible" following the launch this week.
Independent suppliers have applauded the introduction of Tokyo, a stout ale that BrewDog claims is the strongest in Britain, refuting claims that the drink will exacerbate Scotland's binge-drinking culture.
The 3,000 limited edition 33cl bottles, which were launched to the trade last week, will not be available in supermarkets, only in small, specialist shops and the company's website.
The beer's limited distribution, strength and £9.99 price point meant it would not appeal to typical binge-drinking consumers, said Chris Miller, MD of Scottish brewery Harviestoun.
"The majority of people we associate with binge-drinking would neither appreciate nor be able to afford an ale like Tokyo," he said. "Ale suppliers are fully aware of which consumers they are targeting. I cannot imagine how a small amount of a premium product could aggravate the problems in our drinking culture."
Craig Lee, MD of Yorkshire-based Rudgate Brewery, claimed BrewDog should be admired for injecting imagination into the category. "BrewDog is capturing a niche in the market with this latest new drink," he said. "You can buy two bottles of wine or a couple of multipacks of lager for the price of a bottle of Tokyo. They are far more likely purchases for binge-drinkers."
Bigger industry names were more deserving of the condemnation, claimed Richard McLelland, BrewDog's sales marketing manager. "It is far more dangerous to act as big players like Diageo do," he said. "Advertising their drinks with enormous posters carrying a tiny 'Drink responsibly' slogan at the bottom is nothing short of hypocritical. This ale, however, will be enjoyed in a similar way to a good bottle of wine or a Scotch whisky over an evening, with food."
Alcohol Focus Scotland chief executive Jack Law branded BrewDog "completely deluded" and "utterly irresponsible" following the launch this week.
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