(Aberdeen, SCOTLAND) – The beer that has taken the world by storm over the last 60 hours since its unveiling isn’t sitting well with everyone.
BrewDog‘s record-breaking taxidermy beer, The End of History, has been the talk of the beer world over the last few days. The damage …
-Over 170 mainstream news mentions (per Google news) including BBC, CBS News, MSNBC and so on…
-Over 2,000 messages on Twitter and thousands more on Facebook
-A 400+ post thread on Beer Advocate & a near 20-pager on RateBeer
I put up a poll this week asking how the high ABV program at BrewDog was changing folks’ perception of the brewery. After a positive start, the poll has moved to some very mixed results with only 27% saying that the like the brewery more as a result of the program. A lot of those voters represent core beer consumers that frequent sites like Beer Advocate where the mantra is “Respect Beer.” Many of the comments there bemoaned the latest campaign as doing just the opposite of that and it led to BrewDog Marketing Director, James Watt, creating a long no holds barred response to all of the criticism:
“How many of the haters are stuck in a job they hate, working for a company that sucks, sitting on their ale soaked arses with nothing better to do than to become uber self righteous in a bid to justify their own existence?”
The tide has certainly turned against ‘extreme beer’ marketing in recent months. We saw a lesser backlash against Mikkeller 1000 IBU earlier this year.
Brewers take note . . . though the mainstream has been very receptive to The End of History, this kind of marketing appears to be received best in moderation with core beer drinkers.