The Portman Group starts action against Tokyo*
self imposed cartel industry watchdog shoots the wrong people, again
Just when you thought it was safe to enjoy Tokyo*, think again.
Tokyo*, our 18.2% Imperial Stout, is now being investigated by the Portman Group and brought before the Portman Group Panel.
Alcohol Focus Scotland made the official complaint to The Portman Group. Their complaint is based on the following:
-We have claimed this beer as the UK's strongest beer
-not promoting a positive message of safe and responsible drinking
-claiming the phrase ‘intergalactic fantastic imperial stout' points to hallucinogenic qualities
-the use on our website of "It is all about moderation. Everything in moderation, including moderation itself. What logically follows is that you must, from time, have excess. This beer is for those times.'
Interestingly, we have not been told which sections of the Code of Practice we have specifically violated this time. We eagerly await to be updated on this, having reviewed the code we have struggled to see what we have done wrong. We will keep you informed as to the outcome and decision of the panel.
Tokyo* is priced responsibly at £9.99 per 330ml bottle. For less money you can buy 700ml of a cheap whisky or vodka and 2 liters of 14% wine. The fact that they are so quick to jump to the conclusion that a high-end, limited edition beer like Tokyo* is at the route of the country's alcohol problems is evidence that they are looking for scapegoats and we are an easy target for them.
Responsible drinking is at the core of what we do because the types of beers we brew actually encourages responsible consumption and a better understanding of beer. At BrewDog, we are determined to revolutionize the UK beer scene. Our beers are loaded with flavour, bite and body so consequently you drink less of them. We want to change people's perceptions and understanding of beer and firmly elevate its status.
You can buy some here.
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Comments (18)
That`s 75 units of alcohol, as opposed to 6 in a bottle of Tokyo*
One of the more popular brands of white cider stocked in the UK is called `Three Hammers` and the label has, well... three hammers on it. In common parlance `there`s three litres of it and it gets you hammered`
Now why aren`t the Portman Group going after that muck? White cider causes more misery, illness and domestic violence than any other liquid in the UK, has no aesthetic merit and is well within the price-range of... well, anyone with a drink habit.
Rant over... I can`t wait to pick up a Tokyo*!
I had an Intergalactic Fantastic evening this evening, no hallucinogens stronger than tea and the watching of Blade Runner were taken.
Wait and see, soon enough Portman will realise how stupid they have made themselves look yet again.
Perhaps everyone who has a bottle ought to take a photo of themselves enjoying it (responsibly, of course) with their friends (which is what I intend to do with mine) and bombard the PG with the results.
Although I shouldnt be. I am disappointed more than anything, disappointed that the rational debate has been completely ignored.
Rather than get (not very cost effectively) snozzled on Toyko* next week and add to the collateral damage from binge drinking in the UK, I am going to open the first of my 3 bottles in my living room, which I will share with at least one other person, and then we will all write a review of what it tastes like (how unruly).
And in the meantime I am now going to have to find the time (amongst a backlog of other things) to write down my thoughts on this because the way that people go loopy over talking about drink in the UK really bugs me.
Grrrr!
That means I have 2.9% of the UK stock. Funny, I`m not getting people flocking to my door to get hammered on it.