Jumping the Stoat

As a post-OBF palate-cleanser, I turn to the weekend's news that BrewDog has released The End of History, the newest highest-alcohol beer in the world. BrewDog has been competing with Germany's Schorschbräu for the "strongest beer" title, and every week or two, they trade the laurel back and forth. Now we have "The End of History," a beer Alan McLeod (accurately) calls "dada" because it's sold for more than the average Las Vegas mortgage and packaged in a stuffed stoat. Or, if you prefer, squirrel. Let the backlash begin.

At a certain point, one imagines that this kind of hyperactive desire to keep the publicity cycle churning will collapse under its own weight. I believe this is that point. Good luck fellas--holler when you've brewed an actual beer again.

Further comment. I should have mentioned that the beer is 56% (chemical analysis revealed it's stronger than the 55% reported earlier), only 11 or 12 bottles are available (reports differ), and that it costs roughly $1000 per. For those of you scoring at home, that's the same price as Lagavulin 30-year-old, a different Scottish potable. Your choice.

Yet another comment (and video!). It is axiomatic that a blogger's readers are smarter than he (more brains) and as such, I have been won over by commenters. And also this video:

Long live the stoat.
Jeff Alworth8 Comments