Drinkers are encouraged to consume the beer before its ‘death’. Scottish craft brewery, BrewDog, today launches its 8.5% ABV Imperial IPA, Born to Die. Featuring a best before date of 4th July 2015, Born to Die is a self-styled, “terminally hoppy IPA”, deliberately brewed to be consumed within a very limited timeframe. BrewDog is encouraging […]
Swap your crap beer for craft beer at world’s first ‘crap beer amnesty’
BrewDog, Scotland’s largest independent brewery has today officially announced the launch of its flagship beer, Punk IPA in cans. Punk IPA will be the only craft beer available in cans in the UK, with the packaging completely eliminating the risk of light damage to the beer, whilst reducing environmental impact and production costs.
- BrewDog holding the first ever ‘crap beer amnesty’, which will allow beer drinkers to swap a can of branded lager for a Punk IPA
- The swap will be made at BrewDog’s Aberdeen bar on Friday, March 18th
- BrewDog’s co-founders will recycle the branded mainstream beers by ‘driving’ them to the nearest recycle centre – with a golf club from the top of a BrewDog van
- Online poll found 87% of fans voted positively for the introduction of Punk IPA in cans
Download the full press release and high resolution images below.
James Watt, co-founder of BrewDog commented:
“Punk IPA has been our most successful beer so far, and the launch of Punk in cans is a landmark moment for us and for the insurgency of craft beer in the UK drinks market. We want to make everyone as passionate about beer as we are and in addition to the can launch, the fact that Sainsbury’s is now stocking a 9.2% ABV IPA proves that we’re already making great headway. Crap beer’s days are numbered.”
“We want the public to realise that the fizzy, yellow so-called ‘beers’ pushed on the unsuspecting public by big breweries should be treated as a crime. The crap beer amnesty is designed to prove to beer drinkers that have previously put up with these tasteless, insipid mainstream lagers that things have changed. The time for revolution is now.” James continued.