BrewDog challenges mass-produced lagers with new craft beer


ThisIsLager

Scottish brewer BrewDog is challenging mass-marketed lagers with its latest beer that aims to “take the lager style back to its roots”.

Launching today, This. Is. Lager. is a 4.7% ABV pilsner designed to obliterate the “insidious culture around lager drinking” and offer an alternative to mass-produced lagers that dominate the market.

Introduced in bottles as part of BrewDog’s core range, the new beer is brewed with 100% malt and 10 times the hops of most mainstream lagers.

To demonstrate the difference, BrewDog is offering free third-of-a-pint tasters of This. Is. Lager. at all of its UK bars from midday to midnight today (September 3).

BrewDog co-founder James Watt said: “This. Is. Lager. redefines a beer style that has for so long been defined by shallow, listless beers undeserving of the name.

“For years, global breweries have spent millions convincing the British public that lager is a beer style best served as fizzy, tasteless liquid cardboard propped up by snappy straplines, glamorous advertising or counterfeit stories of foreign provenance.

“We hope to perpetuate a movement of craft breweries blazing a new trail for lager, proving it’s a misunderstood, neglected beer style.”

James added that the new beer would help to fight Britain’s binge-drinking culture. “Lager is often demonised or derided as the choice drink of chavs and louts, which is the result of laddish marketing that diverts attention away from taste and enjoyment and undermines the potential of lager as a creative and artisanal beer style.

“If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway.

“With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media-disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to stack ‘em high sell ‘em cheap beers with no soul or taste.

“Gone are the days of lager being synonymous with extra-cold taps, lads on tour, fake Aussie accents, Burberry baseball caps and pot bellies. That is not lager. This. Is. Lager.”

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