About Me

My photo
Manchester, United Kingdom
Tyson is a beer hound and cheese addict living in the beery metropolis paradise known as Manchester
If the people are buying tears, I'll be rich someday, Ma

Sunday, 7 September 2014

Brewdog Draught Available In Spoons: Finally

So the Dog has landed. Craft has finally gone mainstream. They’ve jumped the shark. Or something like that. Yes, Brewdog have finally landed the big one: a tap on the Wetherspoons bar. It’s been the worst kept secret in the beer universe that the boys from Aberdeenshire-and their shareholders-have long had their eyes set on joining Tim Martin’s empire of the ales. First it was going to be Punk IPA and its seemingly inevitable arrival was (constantly) being hailed as proof that craft beer had broken out of its bubble. Except it didn’t arrive. Instead the Americans got in first and Brewdog had to settle for a place alongside the cans and bottles in the fridge. But now, at last, their time has seemingly come.
From the 1st October, Brewdog’s new lager ‘This Is Lager’ will be available on draught in 200 Spoons. By March of the following year, it will be available in all of their pubs. Quite a, if somewhat inevitable, feat. And clever, too; they’re not fighting for the affection of the rather snooty crafteratti but aiming for the jugular with a lager brand. Of course this has traditionally been seen as a waste of time, such is the stranglehold of the multinational brands. But now is the time of craft, allegedly, apparently, and Spoons would seem to be the ideal partner for anyone engaged in such a venture.

But what is this miracle brew? Well it was launched this week with the usual modest PR from Brewdog. Pack leader James Watt said: "Lager is often demonised or derided as the choice of drink of chavs and louts, which is the result of laddish marketing that diverts attention away from taste and enjoyment and undermines the potential of lager as a creative and artisanal beer. If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway."


So their mission is to redefine lager and our relationship with alcohol whilst making a few quid at the same time. Ambitious or just another day at Brewdog HQ? This Is Lager is said to contain ten times the amount of hops found in ordinary lager and then there is the pricing issue. But for now it looks like it’s Carling v Craft round one. 

7 comments:

Simon Bagley said...

Personally while I would welcome it appearing in my local Spoons, I can't see it appealing to the die hard lager drinker.

Curmudgeon said...

There's more of a crossover between cask and lager drinkers than you might imagine - and in a sense this might make ordering a lager in Spoons something that the beer lover can do without any sense of shame ;-)

Tyson said...

Shame free lager drinking? That just might be the future.

Danny said...

Probably just 77 Lager rebranded.

Mike said...

I too can imagine cask ale drinkers trying a pint of this. Particularly if there is no decent real ale on offer as is often the case in Wetherspoons. I'm not convinced that Carling drinkers will swap over though.

Anonymous said...

Just another BD ploy to shift their lager

The Otto Dude said...

Anarcho-Punks ROTFL More like Hipster Sell outs and have been for a long time. IMO they lost the plot a long time ago and their beers are average at best these days. They may of paved the road, but they got left behind!