#RebuildWithHGEM. No fees for the first month: Rebuild sales quickly and safely by auditing new processes and capturing what guests think. NEW: Track & Trace for hosted entry.

Should 65% beer be allowed to be sold?

Blogs


Should 65% beer be allowed to be sold?

Should 65% beer be allowed to be sold?

We have seen BrewDog in a pitted battle against a German brewer to keep the title of the strongest beer, but it appears that another name has entered the fray.

Fellow Scottish brewer Brewmeister has created a beer which has a whopping 65 per cent ABV, making it stronger than many spirits.

The relatively new brewery on the scene created 'Armageddon' using a process known as freeze distillation in which a ten per cent beer is frozen and the ice removed to leave a stronger beer behind. Bottles of the beer retail at £80, though potential customers can purchase it for £40 if they go directly to the brewery to source it, reports the Morning Advertiser.

But what are the relative merits of such a strong beer and is it irresponsible for breweries to create such lethal concoctions?

Lewis Shand, of Brewmeister, said: "We aren't targeting the after-work crowd who are necking beers at the bar. Look at the prices we charge. We aim for beer connoisseurs and recommend sharing the bottle, drinking it as a 35cl measure, more like a brandy."

In that case the fact that it is called a beer is a bit of a misnomer as consumption of the drink comes into a different category. With this in mind it is vitally important that it is treated in the right way by retail outlets and marketed in an appropriate manner.

Some strong beers (although not 65 per cent) are only sold in half measures as a way to prevent customers from getting too inebriated. It is vital that a similar measure is taken with Armageddon, though the measure of course should be far smaller than a half pint!

There is a good chance that this new beer on the block will be popular with those who like to try all of the latest innovations in beer, but it is important that it does not get into the wrong hands.

If warnings from the retailer and small measures don't do the trick then maybe the price will.

Back to Blog