"Everything in moderation, including moderation itself. What logically follows is that you must, from time, have excess. This beer is for those times."
If you put that statement on your label, it should be no surprise it will anger many people.
That's what happened to BrewDog's Tokyo*, the strongest beer sold in the United Kingdom. Yesterday (December 4), it was banned from sale yesterday for promoting excessive drinking.
Tokyo* has an alcoholic content of 18.2%, roughly quadruple that of the average beers sold in the UK.
The Portman Group, the alcohol industry watchdog, said the beer breached its code on alcohol packaging. Chief Executive David Poley said: "It's obviously unwise for any company to urge consumers to drink to excess. We won't allow irresponsible marketing whether it's for a big brand or a niche product."
And Charity Alcohol Focus Scotland complained about the message on the label as well as its alcohol level.
BrewDog is located in Fraserburgh, Aberdeenshire, Scotland. Its oak-aged imperial stout has been on sale since July at £10 (about $16 US) for each 330ml bottle. Only 3,000 bottles were produced.
To Dowd's Spirits Notebook latest entry.
To Dowd's Wine Notebook latest entry.
To Dowd's Brews Notebook latest entry.
To Dowd's Non-Alcohol Drinks Notebook latest entry.
To Dowd's Tasting Notes latest entry.
Back to Dowd On Drinks home page.