Lager. For decades it has been a lost cause. One of the world’s formative beer styles destroyed by the equivalent of battery farming. Ruined by mass production.
But no longer. Lost Lager is a new dry-hopped pilsner to redress the balance. And if you want to help us strike a blow for taste, authenticity and independence, then we invite you to a nationwide Bad Beer Amnesty.
Today (12/09/2018), for one day only, visit any of our network of UK BrewDog Bars, BrewDog Brussels or BrewDog Berlin Mitte and you can trade a mass-produced industrial lager for a free pint of Lost Lager (one per person).
Any beers collected will be converted to biofuel. Industrial beer used to power industry.
Lost embraces both the past and present of lager. Innovative brewhouse techniques have been married to a unique partnership with the world’s oldest lager producer. As a dry-hopped pilsner, Lost Lager utilises whirlpool and dry-hopping with the new German variety Saphir yet it also deploys a legendary Bavarian powerhouse in its creation. From the land that gave lager to the world, Lost is fermented with the house strain of yeast from our friends at Weihenstephan.
These paired approaches layered onto a backdrop of pilsner malt give Lost a unique viewpoint. It combines the light, crisp and clean lager profile provided by the yeast from Weihenstephan with the vibrant citrus and stone fruit aromas associated with Saphir. Lost is a clean pilsner with hints of spice and a zesty lime marmalade character. It is Lager like it was. Like it should be. Like it will be.
You can buy Lost Lager online now and it will launch on draft across our network of UK BrewDog Bars, BrewDog Brussels or BrewDog Berlin Mitte today, Wednesday 12th September, from opening. From that time onwards for the rest of the day anyone who brings with them a can or bottle of industrial lager can trade it for a pint of Lost Lager (one per person) – and will also have the chance to win a case for themselves during their visit.
Beer styles change over time, but we believe they should change for the better. Lager has been given up for lost. Until today.