22 July 2010 - 5:14pm | posted by | 30 comments

BrewDog marketing stunt faces wrath of animal lovers

BrewDog marketing stunt faces wrath of animal loversBrewDog marketing stunt faces wrath of animal lovers

Aberdeenshire-based brewer BrewDog has produced 12 bottles of its 55% The End Of History ale packaged inside the bodies of dead animals.

Bottles of the super-strong ale will retail for £500 through the brewer’s website, and are placed inside seven dead stoats, four dead squirrels and one dead hare.

Some of the animals containing the world’s strongest beer will be dressed in outfits including kilts and top hats.

BrewDog founder James Watt said: ''In true BrewDog fashion, we've torn up convention, blurred distinctions and pushed brewing and beer packaging to its absolute limits.

''This is the beer to end all beers. It's an audacious blend of eccentricity, artistry and rebellion; changing the general perception of beer, one stuffed animal at a time.”

A Doncaster-based taxidermist worked on the animals and has insisted that the animals were not killed for bottling, with some having been killed on roads. Despite this, animal rights groups have condemned the stunt as “cheap marketing tactics”.

This has not prevented animal campaigners hitting out at BrewDog, with Advocates for Animals’ campaigns director Ross Minett claiming: "Using shock tactics to get attention is terribly out of date, especially when this involves exploiting or degrading animals.

"The modern approach is to celebrate the wonders of animals and respect them as individual sentient creatures. I'm sure this would have much greater appeal with the animal-loving public.

"We will be getting in touch with BrewDog to advise them on what people today really think about animals and how a positive caring approach and appreciating live animals is the best way forward."

BrewDog has previously attracted criticism from the Portman Group around its 41% Sink The Bismarck! Ale, its 32% Tactical Nuclear Penguin beer, and its 18.2 per cent Tokyo beer, all of which are seen to promote excess.

The brewer recommends, however, that such beers should be served in a shot or whisky glass ''to be enjoyed like a fine whisky''.

James Watt retorted to condemnation of the beer's strength: "This artisan beer should be consumed in small servings whilst exuding an endearing pseudo vigilance and reverence for Mr Stoat.

"The real catalysts for a binge-drinking culture are not well-crafted beers but the monolithic corporate machines that have cultivated a culture of quantity rather than quality amongst UK beer drinkers."

He also added that it is better for the animals to be: “celebrated and valued than left to rot."

Don't miss out... Get your Marketing news by email

Comments

Anonymous (not verified)
22 Jul 2010 - 17:22
Anonymous's picture

James, you've obviously had too much to drink.

0
0
Anonymous (not verified)
22 Jul 2010 - 19:28
Anonymous's picture

Obviously I am an imbecile but I was more shocked at them flogging a bottle of beer for £500

0
0
22 Jul 2010 - 20:04
david_buchanan's picture

It is sensationalist, headline grabbing and borderline when it comes to taste. But I think I like it. I find it no more offensive than Damian Hirst (which maybe isn't saying much) or for that matter when I take a trip to any museum. A stuffed animal is a stuffed animal and if none were killed for this purpose then that's OK by me. The price of £500 a bottle - more headline grabbing gravy.

0
0
Anonymous (not verified)
22 Jul 2010 - 21:09
Anonymous's picture

Yawn.

Its all starting to wear a little thin now.

0
0
Anonymous (not verified)
22 Jul 2010 - 22:20
Anonymous's picture

Next month Brew Dog starts flogging a 62% ale called Red Rum

0
0
23 Jul 2010 - 06:14
Bring back the Anon button's picture

12 dead animals, yards and yards of free media.

Whoever thought of that, well done.

0
0
23 Jul 2010 - 07:40
scott@traffic's picture

i just ran over a squirrel on the way to work, scraped it up, bought a bottle of this dogs piss stuff or whatever its called, stuffed it in the squirrel and have put it on ebay. quite happily take £5 for it saving you £495. what a shit way to promote your product - I seriously hope this back fires.

0
0
23 Jul 2010 - 08:15
graeme_longstaff's picture

what mick said.

0
0
23 Jul 2010 - 09:32
paul_foley's picture

first thing they've done that I've thought 'that's very clever'

0
0
Anonymous (not verified)
23 Jul 2010 - 09:34
Anonymous's picture

I love these guys. This is hilarious, and PR Gold.

0
0
Anonymous (not verified)
23 Jul 2010 - 09:35
Anonymous's picture

They have spent very little on advertising yet the media and publicity they have generated has been massive.

So with the money thay have saved, they should now have enough to spend on increasing security in and around their plant, now that the Animal Liberation Front and others have them on their radar!

0
0
Anonymous (not verified)
23 Jul 2010 - 09:37
Anonymous's picture

Let me get this clear.

An Aberdonian gets a massive amount of publicity because he has stuffed something inside an animal!

Where the news in that?

1
0
Anonymous (not verified)
23 Jul 2010 - 09:37
Anonymous's picture

Animal Liberation Front? The animals were already dead you quarter brain monkey.

0
0
Anonymous (not verified)
23 Jul 2010 - 09:44
Anonymous's picture

Is it me or are all these PR stunts wearing a little thin...

In the past they have come up with some great ideas but surely this has gone a little too far, don't get me wrong I am no Mary Whitehouse or Animal Activist but this smells of desperation.

As for the selling price, are you having a laugh, who would honestly pay £500 for a bottle of beer?

BrewDog, don't spoil all your hard work by trying to be too controversial as people will become a little bored, I know I am.

0
0
Anonymous (not verified)
23 Jul 2010 - 09:47
Anonymous's picture

They should have used a little jack russell or a yorkshire terrier.

0
0
Anonymous (not verified)
23 Jul 2010 - 09:49
Anonymous's picture

Surely the great symbols of Scottish animals. The Scottie dog, or a Haggis. Or, if you're in glasgow, a pit bull.

0
0
Anonymous (not verified)
23 Jul 2010 - 10:12
Anonymous's picture

Love BrewDog. I just don't think of them as sensationalist headline grabbers. They seem to actually have intent and belief in what they do. They wrap it up in fun and style. Punky wee jobbies. Keep it up.

0
0
Anonymous (not verified)
23 Jul 2010 - 10:13
Anonymous's picture

Damn and blast!

I've just finished a project where I've packaged the high velocity assault rifles in the cadavers of dead homeless people (as a celebration of their independence and free-spirited outlook on life).

Back to the drawing board.

0
0
Anonymous (not verified)
23 Jul 2010 - 10:40
Anonymous's picture

Just exactly how much PR must you be subjected to to honestly, genuinely describe yourself as "bored" by it?

Pull yourself together man.

0
0
Anonymous (not verified)
23 Jul 2010 - 11:02
Anonymous's picture

All seems to be fine and dandy re this, except the price - 500 quid, for beer? I know they're doing this to create a mood of super 'premiumness' about the brand, but come on you're just making yourselves look like dicks by sticking a price tag like this on it.

0
0
Anonymous (not verified)
23 Jul 2010 - 11:02
Anonymous's picture

dear anon 10:40,

terribly bored by it... "to to" much of the "way out there man" feel about it.

maybe they should make a 69% beer... any ideas on the packaging for that product?

answers please, and be as controversial as you possibly can to:

James Watt - james@brewdog.com

anon 09:44

0
0
Anonymous (not verified)
23 Jul 2010 - 11:36
Anonymous's picture

According to their website, the £500 stoat and £700 squirrel are all now out of stock.

Obviously it works. The local sheep are quaking in their hooves...

0
0
Anonymous (not verified)
23 Jul 2010 - 12:23
Anonymous's picture

i once put a breezer up a local lasses squirrel. i reckon they nicked me idea.

0
0
Anonymous (not verified)
23 Jul 2010 - 12:34
Anonymous's picture

BrewDog make "out there" beers. That's what they do. That's what they've always done, and they market them accordingly. I don't think any of us have ever seen a bottle stuffed inside a squirrel before - let alone one wearing a top hat. So to say that you're bored by that is either an absurd exaggeration or a lazy, inarticulate expression of your opinion.

0
0
Anonymous (not verified)
23 Jul 2010 - 13:16
Anonymous's picture

Sorry but this smacks of a teenage desperation to be controversial.

Reminds me of those fat goths that used to hang around outside school hoping to god someone would pick them up on their mascara eyes so they could get some of the attention they craved. It all looks a little bit pathetic and needy.

The problem with BrewDog - like those fat goths - is that eventually nobody cares anymore. It's the law of diminishing returns. What are they going to do next? Produce a 65% strength ale thats fermented inside a human corpse's anus? It's all getting a little predictable.

When they started all this I thought they had a genuine kudos but they're starting to look like twats now.

0
0
Anonymous (not verified)
23 Jul 2010 - 13:36
Anonymous's picture

Goths rule

0
0
Anonymous (not verified)
23 Jul 2010 - 13:38
Anonymous's picture

don't hate the player. hate the game.

0
0
Anonymous (not verified)
23 Jul 2010 - 14:11
Anonymous's picture

What the **** is WRONG with you people!?

And what the hell have fat goths got to do with it? Are you all so ****ing jaded and uptight as to not see this for the brilliant bit of fun it is? And if you're all so above it all why let it push your buttons.

Anyone conservative enough to dislike this or claims to be bored by it seriously needs to wake-up and get out the industry.

0
0
Anonymous (not verified)
23 Jul 2010 - 14:58
Anonymous's picture

If they've got the guts to do it, good luck to them. Unlike Mr Stoat who now has none. ;·)

Now that's a great idea for a certain meerkat...

0
0
Anonymous (not verified)
26 Jul 2010 - 08:52
Anonymous's picture

14:11..I think you should get out of the industry if you think this sick, depraved rubbish is clever creativity.

0
0

Please sign in or register to comment on this article.

Latest Projects from the Profile Hub

Agency51 Design & Development - Women Make Waves

22/07/2014
Challenge. Women Make Waves is a new online blog network...

Swoon Editions

22/07/2014
The Client Swoon Editions is an online furniture brand that...

Asda Store Proposition Intranet

17/07/2014
The Client Asda is Britain’s second largest supermarket...

Timberland Apparel merchandising

15/07/2014
Six large installations in Milan for footwear and apparel....

Hudson Fuggle: Case study

15/07/2014
We spoke to Sue Higgins Finance Director at creative agency...