A thirst for the eccentric
Following the launch of the world’s most expensive beer – The End of History – BrewDog co-founder James Watt has announced that all 12 bottles of the 55%ABV beer, priced at £500-£700 each and served inside stuffed dead animals, were sold within four hours.
The blond Belgian ale, brewed in Fraserburgh, Scotland, is infused with nettles and juniper berries, and is served from bottles made with stuffed animals dressed in eccentric outfits. Just 12 bottles were made, using seven dead stoats, four squirrels and a hare.
“In true BrewDog fashion we’ve torn up convention, blurred distinctions and pushed brewing and beer packaging to its absolute limits,” says BrewDog co-founder James Watt. “This is the beer to end all beers. It’s an audacious blend of eccentricity, artistry and rebellion – changing the general perception of beer one stuffed animal at a time.”
“It’s going to be part of brewing history, even if the ABV is raised on a beer, no other brewery would think of challenging orthodox concepts of what a beer is in this way, and they are even less likely to insert it in to a dead animal,” says Chris Mair, who bought one of the coveted bottles. “Is it a good thing? No idea, but BrewDog has always gone out of its way to be creative, and by being creative you will inevitably offend someone’s sensibilities.”