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A Scottish brewery has launched what is possibly the world’s strongest beer – boasting 32% alcohol content. And the result has been a lot of buzz. PR buzz that is.
BrewDog of Fraserburgh, Scotland, last month unveiled “Tactical Nuclear Penguin.” The beer lays claim to being the world’s strongest. Ever. Whether or not that’s true (or even a good idea taste-wise) the BrewDog team deserves high marks for its creative approach to brand building.
A warning on the label states: “This is an extremely strong beer; it should be enjoyed in small servings and with an air of aristocratic nonchalance. In exactly the same manner that you would enjoy a fine whiskey, a Frank Zappa album or a visit from a friendly yet anxious ghost.”
It’s gotten them into hot water with responsible use groups in the UK and that, in turn, has gotten them a lot of press, which it turns out is nothing new for BrewDog. It would seem to be their master plan, in fact.
From their IPA, aged two months at sea on a voyage around the North Atlantic, to the launch of a “by special order only” 18.2% alcohol beer called “Tokyo” (which it then followed with a low-alcohol beer called “Nanny State” in response to media fuss surrounding the high-alcohol content of Tokyo), to their latest: announcing the world’s strongest beer in penguin suits . . . they know how to get people talking.
The brewery has garnered itself editorial coverage in UK papers: The Sunday Times, The Metro, The Financial Times, The Independent, The Guardian, The Sunday Herald, The Daily Mail, The Sun, plus many others. And that has led to distribution by Tesco, ASDA, Sainsbury’s and Oddbins in the UK, along with distribution in 13 other countries around the world.
Me? I heard about TNP from the drive-time host of Toronto’s Classic Rock station, Q107. “Tactical Nuclear PR Strategy,” if you ask me.
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