Doh! A deer!
When I saw pictures of BrewDog’s The End of History beer, I was pretty disturbed, but looks like that was just the beginning.
On July 22, 2010 BrewDog released their new craft beer – The End of History packaged in road-kill. Yes, you read right, road-kill. What was touted as the world’s strongest ever beer at 55% abv was also the world’s most expensive beer, selling at between £500 ($770) to £700 ($1,080). They created 12 of these taxidermy bottles, all of which were sold before they could finish a day on the market.
According to BrewDog, they were living up to their offbeat fashion by ‘tearing up convention, blurring distinctions and pushing brewing and beer packaging to its absolute limits’. But if they considered pouring beer out of the mouth of a frigid-yet-furry looking squirrel was the absolute limit, they’ve definitely outdone themselves.
“The impact of The End of History is a perfect conceptual marriage between art, taxidermy and craft brewing. The bottles are at once beautiful and disturbing – they disrupt conventions and break taboos, just like the beer they hold within them.” -BrewDog
Now James Watt and Martin Dickle, the BrewDog duo, have launched a bar tap where the beer is served through a taxidermy stag head. The Ghost Deer beer (aptly name, don’t you think?) achieves 28% abv simply from the normal fermentation process. After fermentation it is aged for 6 months in whisky, bourbon, rum and sherry barrels. This blonde ale is also the world’s strongest fermented beer.
I don’t particularly think the whole ‘art meets beer’ thing fits their taxidermy collection, but it does get them talked about. And after all, that is what BrewDog claims to be here to do – to get the world talking about craft beer. I will always prefer my beer out of plain-old, relatively boring bottles, but all the animals have died from natural causes, so maybe there is nothing to complain about. What do you think?
Images courtesy: BrewDog.com