Former Fraserburgh firm BrewDog has set its sights on the ‘insidious culture around lager drinking’ by launching a beer that takes the lager style back to its roots.
Launched recently, ‘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 unfamiliar to the craft beer revolution, BrewDog offered free 1/3 pint tasters of ‘This. Is. Lager.’ at all of its UK bars recently.
James Watt, cofounder at BrewDog, commented: “This. Is. Lager. redefines a beer style that has for so long been defined by shallow, listless beers undeserving of the name.”
“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.”
BrewDog is the fastest growing drinks brand in the UK within a context of declining beer sales for mainstream breweries and is making ‘This. Is. Lager.’ part of its headliners range to try and win over those still unfamiliar with craft beer.