“For years, global breweries have spent millions convincing the British public that lager is a beer style best served as fizzy, tasteless liquid cardboard propped up by snappy straplines, glamorous advertising or counterfeit stories of foreign provenance. We hope to perpetuate a movement of craft breweries blazing a new trail for lager, proving it’s a misunderstood, neglected beer style.” James Watt, co-founder at BrewDog
In the style for which it has become known, BrewDog is not only launching a lager but also setting its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots.
Launching 3 September, This. Is. Lager. will be a 4.7% ABV pilsner designed to offer lager drinkers a craft beer alternative to the mass-produced lagers that still dominate the UK market.
- This. Is. Lager. is brewed with 100% malt and ten times the hops of most industrial lagers
- To demonstrate the difference to those still unfamiliar or resistant to the craft beer revolution, BrewDog is offering free 1/3 pint tasters of This. Is. Lager. at all of its UK bars from 12 noon – 12 midnight on Wednesday 3rd September
- The artisan brewer is immediately making This. Is. Lager. part of its headliners range to ‘convert’ those still unfamiliar with craft beer as it plots destroying the binge drink culture that has long overshadowed the industry
Redefining lager in the UK
James Watt, co-founder at BrewDog commented:
“Lager is often demonised or derided as the choice 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 style.
“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. With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media-disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to stack ‘em high sell ‘em cheap beers with no soul or taste.”