Brewdog Wants To End The Tyranny Of Bad Beer
By: Rudy Sanchez
Scottish brewer Brewdog isn’t judgmental if you’ve been drinking bad beer. In fact, they want to help folks ditch dud suds for their brand new dry-hopped pilsner, Lost Lager.
For a limited time, Brewdog is running “Bad Beer Amnesty,” a program encouraging patrons to bring in a can of beer from a “brewery which puts profits over passion & flavor” to trade in for a can of their Lost Lager. Traded-in beers will be donated to a UK University who will then convert the unopened brews into biofuel.
Beer into biofuel? Who knew?
Of course, you can only trade in one miserable beer for a quality beer. But, hey, that’s how brewmasters get their meathooks in you, right?
The Lost Lager can features simple, blocky text in black and red, and a unicorn, symbolizing the rarity of a “good” lager: a style of beer co-opted by the bigger breweries and whose original style and flavor have been lost, hence the name.
This lager is a light, crisp and clean beverage with vibrant stone fruit and citrus aromas. Brewdog promises it’s “lager like it was. Like it should be. Like it will be.”
Craft beer gets a bad rap for being snobbish and pretentious. But, Brewdog’s attempt at getting folks drinking “the cheap stuff” to try out an independent, craft beer, especially a pilsner, the style most approximating macrobrews, is definitely an approachable approach, a no-risk, non-judgy way to attract new customers.
Rudy Sanchez is a product marketing consultant based in Southern California. Once described by a friend as her “technology life coach,” he is a techie and avid lifelong gamer. When he’s not writing or helping clients improve their products, he’s either watching comedies on Netflix, playing the latest shooter or battle royale game or out exploring the world via Ingress and Pokémon Go.