BrewDog opens craft beer hub in Leicester as craft beer revolution continues to thrive BrewDog, Scotland’s largest independent brewery claimed another milestone in the craft beer revolution today with the launch of BrewDog Leicester. Located at 8 Friar Lane, Leicester, LE1 5RA, the new bar is the brewery’s 19th UK site and brings the total […]
BrewDog laces beer with steroids in an Olympic backlash.
Maverick craft brewery aims to ‘take the wheels off the corporate bandwagon’ of London’s summer of sport with beer containing ‘at least 50% of your recommended daily allowance of sarcasm’.
Scottish craft brewery, BrewDog has today unveiled a limited edition beer it hopes will undermine global sponsorship deals for this summer’s games, called Never Mind the Anabolics. Designed to ‘unmask the corporate beast’ of the world’s biggest sporting event and highlight the shallow nature of sponsorship, the new beer contains creatine, guarana, lycii berries, kola nut, Gingko, matcha tea, maca powder and steroids – all of which are banned for professional athletes.
- Never Mind the Anabolics is available today from BrewDog.com
- A percentage of the proceeds going towards a new surfboard for surfing dog called Abbie, an added snub to professional sports sponsorship
- The new IPA contains a total of 8 ingredients that are banned for professional athletes due to performance enhancing effects
- BrewDog has utilised social media by publishing a video, hoping to achieve tens of thousands of views, and has embarked on a Twitter campaign using the hashtag #FakeTheStage inviting its 23k followers to joke about tenuous sponsorship opportunities the games has yet to tap into
- This isn’t the first time the brewery has taken to social media to bring down the establishment, having previously launched the #andthewinnerisnot campaign targeting global giant Diageo
James Watt, cofounder of BrewDog commented:
“It seems a beer laced with performance enhancing ingredients isn’t actually illegal, but it is definitely frowned upon. However, we don’t think Never Mind the Anabolics is as absurd and obnoxious as the tenuous sponsorship deals from fast food chains and global mega breweries that seem to define the people’s games. A burger, can of fizzy pop and an industrial lager are not the most ideal preparation for the steeple chase or the dressage (for human or horse). So we decided to give the athletes something that was going to make them happier and better. A way to relax before a big event and at the same time, increase your chances of winning.”
“Never Mind the Anabolics is a beer that peels the thick mask of saccharine marketing shtick from what should be the greatest event London has ever seen. We aren’t the only people that see the funny side of the games’ relentless marketing – now those people have a beer to represent them.”
James Watt continued:
“Never Mind the Anabolics is a thorn in the side of the biggest corporate beast spawned this century. We don’t care what shampoo the athletes use, or what their favourite fast-food meal is, or even if they decide to drink tasteless, mass-produced fizzy yellow lager from global mega corporations – and if we did we wouldn’t believe the shameless advertisements peddling them. This is the craft beer community showing the sponsors of the games the finger in the best way we know how.”
“Dog surfing? Now there’s a sport.” Added Watt.
Download the full press release and high resolution images below.