The silly battle of the booze continues.
Having seen their 31% Tactical Nuclear Penguin shot down by Schorschbräu’s 40% eisbock Schorschbock 40 and suffering the additional humiliation of Schorschbräu’s email offer to sell Brewdog the secret to achieving such stratospheric alcohol levels, the boys at Scotland’s Brewdog announced that their retaliation would be swift and severe. They have come back with a new WORLD’S STRONGEST BEER, a 41% IPA called Sink the Bismark that is reported to be brimming with American hops. Not known for subtlety, they have announced their triumph in this video from their blog.
Sink the Bismarck! from BrewDog on Vimeo.
I get the impression it’s BrewDog who think it’s a battle and were the ones throwing toys out of the pram, as Schorschbräu had already made their 40% (well, 39.4% to be precise) Schorschbock when TNP was announced.
Silly tabloid-style name and German-bashing, whatever about the beer…
You could be right, Barry. Brewdog is known for building up a fuss out of nothing.
I get the impression it’s BrewDog who think it’s a battle and were the ones throwing toys out of the pram, as Schorschbräu had already made their 40% (well, 39.4% to be precise) Schorschbock when TNP was announced.
Silly tabloid-style name and German-bashing, whatever about the beer…
This is good take.
Oops! Browser did something funny, sorry. Feel free to delete one of those (and this) comment, as I can’t figure out how to 😀
The should collaborate on a beer dont you think? That or just start making whiskey.
Sean. Great Idea! Maybe they could collaborate on a whiskey!
Sean, I suspect that message Georg sent them might have been a half-arsed attempt to reach out (ill-judged as it was), but all he got was a personal attack at the end of that movie.
I tend to find most things that Brew Dog does to be in good humor including this video, though it may be a bit more abrasive than some of their previous promotions. I was going to comment on this post earlier but I felt my opinions were just that and offered no added value but after coming across this video today I figured some of you may enjoy the first hand comments from the two breweries we are speaking of. Here is the link courtesy of beernews.org: http://www.youtube.com/watch?v=uszts4rjeps So if this audio clip is any evidence I think Schorschbräu took their video just fine.
Thanks beckel. Interesting piece. Nice perspective on using rediculous beers to draw attention to better beer in general. I guess time will tell how successful that strategy may be.
Yeah, was a good piece. Put it this way, how many people had heard of Schorschbräu before compared to now?
I did a bit of a scan of the German media in the days after the release of Sink! and posted a translation and some follow-ups in the comments here, and came to the conclusion that the Germans were not bothered in general, but were more interested in the beer.
Nice conversation going on over there Barry.
I will say that the general stereotype of the Germans is that they are humorless. Having spent a good deal of time in Germany and being a bit of a Germanophile in general, I can say that this image can’t be further from the truth.
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