Brewdog nearing sell-out in days after furore

BREWDOG, the Scots micro-brewery at the centre of a row over its decision to launch the UK's strongest beer, has revealed it has sold 90 per cent of the controversial ale in the first few days of its launch.
By The Newsroom
Published 1st Aug 2009, 01:00 BST

Tokyo, which contains twice the recommended daily limit of alcohol in one 330ml bottle, was condemned as "irresponsible" last week and accused by campaigners and health officials of encouraging antisocial behaviour.

The brewing company's latest product uses jasmine, cranberries, malts and American hops, and is then fermented with a champagne yeast to make an 18.2 per cent alcohol content.

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But last night James Watt, 26, who formed the Aberdeenshire brewery two years ago with fellow former Peterhead Academy pupil Martin Dickie, said that the firm had sold more than 20,000 of the limited edition beer.

Hitting back at his critics he denounced Alcohol Concern as "completely ignorant" and accused them and the government of looking for "scapegoats".

He said: "The fact that they (Alcohol Concern] are so quick to jump to the conclusion that a high-end, limited edition beer like Tokyo is at the root of the country's alcohol problems is evidence that they, like the government, are looking for scapegoats.

"It is available online and in four specialist beer retailers in the UK. Only 3,000 bottles were available, and it has a 9.99 price tag. Only those passionate about beer were going to seek it out.

"We want to bring about a change in the way we consume alcohol and innovative products which show people what beer should taste like are exactly what is needed to get rid of the binge-drinking mentality. Full flavoured brews such as Tokyo are for savouring. Pairing with food will enhance the flavours. It's no wonder an industry dominated by faceless corporations producing soulless liquid cardboard are in such dwindling decline."

Old school friends Dickie and Watt developed the idea for a brewery after gaining a taste for good beer but feeling disappointed at what was on offer locally. Dickie studied brewing and distilling at Heriot-Watt University while his friend read law and economics at Edinburgh.

BrewDog emerged from a list of names drawn up on a scrap of paper. They wanted something edgy, non-traditional and placeless that would get them noticed.

It threatened to sue drinks industry watchdog, the Portman Group, for defamation over claims that its Speedball beer was "profiteering from the scourge of illegal drugs". Speedballing is the name given to combining heroin and cocaine. However, it has since drawn a line under the row.

Related topics:BrewdogAmericanAberdeenshire