If you’re not yet familiar with Scottish brewery BrewDog… well, get familiar, ’cause you’re missing out! These guys aren’t really humorous, so much as they’re cheeky. Case in point, their newest limited release beer, fresh off the line in time for the Olympics: Never Mind the Anabolics
Basically, this beer takes all of the substances that are illegal for athletes, and throws them into a beer! Creatine, guarana, lycii berries, kola nut, Gingko, matcha tea, maca powder and steroids… so really, it’s just one-stop-shopping! I still honestly don’t know if this is all a joke or if it’s for real… but either way, I love the creativity & cheekiness from the BrewDog team! Here’s a taste of the cheekiness…
Cheeky Example #1 – A quote, from the press release, via The Drinks Business:
“Never Mind the Anabolics is a thorn in the side of the biggest corporate beast spawned this century. We don’t care what shampoo the athletes use, or what their favourite fast-food meal is, or even if they decide to drink tasteless, mass-produced fizzy yellow lager from global mega corporations – and if we did we wouldn’t believe the shameless advertisements peddling them.
“This is the craft beer community showing the sponsors of the games the finger in the best way we know how.”
Cheeky Example #2 – A documentary about Never Mind the Anabolics, produced by and posted on Brew Dog’s blog:
I love this so much I don’t even know what else to say about this. Ok, ok, I got something. This is such a great example of how much FUN the craft beer industry is! It’s almost as if the entire community uniformly came up with the same checklist…
Want to have fun?! YES!
LOVE what we do?! YES!
Make a great product?! YES!
Care about ingredients, integrity, & people?! YES!
How could you not want to support & be a part of such a glorious, cheeky community?!?!
Way to stick it to ’em, fellas! :)