Masters of Marketing, BrewDog Hits Out at Mainstream Beer
on 04/04/13 at 10:43 amBeer
Scotland’s largest independent brewery has released Fake Lager as a “direct attack on the heartland of Britain’s crap beer culture”, writes Samantha Graham.
Fake Lager is a Bohemian Pilsner designed to be “everything that mainstream, mass-produced lagers are not.”
With a confrontational name and positioning, BrewDog said it hopes “Fake Lager will chip away at the stereotypes associated with the beer style” that it feels “epitomises binge drink Britain.”
James Watt, co-founder at BrewDog said: “Fake Lager will restore the muddied and bastardised pilsner style to its rightful position as a beer with complexity and character; not the shameful mass produced monstrosity that has become the stereotype in the UK.
“Fake Lager is a statement of intent and the next step of the craft beer revolution. The gates have been breached; the big guns can smell the change is coming and they’re running scared.”