A long time ago, in a brewery far, far away…well, 2009 in Fraserburgh to be precise, the original Nanny State was born. After being lambasted and accused of being responsible for "the downfall of western civilisation" for the launch of an 18% game changer, we had one hell of a point to prove and did so by launching this Imperial Mild with tongue firmly in cheek.

Five years later, Nanny State is now available in Tesco stores across the UK. Times, they are a-changing.

In 2009, Tokyo* (originally 12%) was misunderstood and misrepresented by the media as a beer of that strength just wasn't in the public psyche at that stage. It was alarming, something to be feared, such was the nature of the beer scene in the UK at the time. The beer scene was, in a word, dire. Our comeback came in the form of a 1.1% "Imperial Mild" called Nanny State. Our beer is, and always has been, about pushing boundaries and challenging perceptions, and this beer proved that worked both ways on the spectrum of ABV. Beer is a canvas for our artistic expression as brewers, and Nanny State embodied that with huge hoppy aromas and flavours, a bitter, full body and almost no alcohol to speak of.

Fast-forward to today, and I think it's safe to say if we launched an 12%, or 16%, or even 18% ABV brew tomorrow, nobody would bat an eyelid. It would be seen as commonplace within 2014's craft beer scene. And as the UK's beer scene and consumers become more comfortable with the idea of intensely strong, aggressive ales, so do they understand that beer consumption is not just about getting absolutely trollied and stumbling home, kebab in hand; it's about the enjoyment of a finely-crafted, incredibly flavourful, interesting and artisanal product. Something to enjoy, regardless of the alcohol content.
As of this weekend, Tesco have started stocking the 0.5% Nanny State in a quarter of their UK stores. This is the ultimate proof that attitudes have changed. An appreciation for beer and a desire to drink something with huge aroma and flavour without the need for alcohol content is an incredible change in five short years in the UK, and something we are incredibly proud to have seen evolve in such a positive way.
You can now pick up our 0.5% ABV Imperial Mild, Nanny State from Tesco stores across the UK.
Long live the craft beer revolution.

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Siglov 09.11.2014 @ 8:29pm
tesco Irvine seems to only have Punk and Hardcore (under tesco finest). Where have Librertine and 5am gone??!
Simon 09.11.2014 @ 2:53pm
Errrr. Maybe Ive misplaced my sense of humour, or maybe I just dont understand marketing, but the logic here is utterly flawed.People complained when we launched a really strong beer, so the fact that Tesco are stocking a really, really weak beer shows that things have changed.Not really. Maybe call me when I can get Abstrakt:14 in Costcutters.
PeteH 07.11.2014 @ 1:26pm
Hah !!Every little helps .....
AleBeHonest 06.11.2014 @ 10:18pm
Now, all we need is for it to be sitting alongside Tokyo* on a Tesco shelf, then the journey will be complete.
TheBBG 06.11.2014 @ 9:29pm
Great news - any plans to get Nanny State into Waitrose or Sainsburys, too?
zail 06.11.2014 @ 8:43pm
Excellent! Taste without the alcohol is good for me :)
Simmo75 06.11.2014 @ 6:40pm
Come to my store on union street Aberdeen we stock most BrewDog lines. Just away to get nanny state listed I hope!
Jim 06.11.2014 @ 6:09pm
Terrible beer, terrible supermarket, not something Ill find myself having to deal with.
Seamonsta 06.11.2014 @ 5:29pm
Never mind the Tescocks, theres the Sexy Aldis! Ok, that doesnt work too well, but Ill see if the Nanny State is next to Punk IPA & DPC next time Im up the local Aldi..!
Doug 06.11.2014 @ 4:45pm
Bring back T.N.P. !!!!!
Sitar Clark 06.11.2014 @ 12:37pm
Astonishing! Low alcohol beer in a supermarket which actually tastes of something. Whatever next?!
PB 06.11.2014 @ 12:31pm
Cant get any BrewDog in my local Tesco... they suck!
COME TO SOTON 06.11.2014 @ 11:34am
Well its not a bar, but itll do for now ;)
DD 06.11.2014 @ 11:20am
Great for us non-drinkers! I can actually have something when I go round my frends house