Page 23 - BrewDog Case Study

title from Schorschbräu, who had produced a 40% ABV

version of their Schorschbock.

In addition, BrewDog also
produced a 55% ABV freeze

distilled beer called "The End of

History", with the bottles
packaged in small stuffed animals,

priced at £500 and £700

each. Only 12 bottles were

Source: BrewDog Website (14) produced: 11 for retail sale, with
the other one going to Internet

video blog.

Watt, pronounced the drink “an audacious blend of
eccentricity, artistry and rebellion” with “striking packaging”,

and that the bottles were “disrupting conventions and

breaking taboos – just like the beer they hold within them”.

Although the stoats and squirrels used had died of natural
causes, the charity Advocates for Animals denounced the

action as “perverse” and “out-of-date shock tactics” that

“exploited and degraded animals”.

But the title, "strongest beer of the world" returned to the
Schorschbräu brewery in Germany who produced

Schorschbock 57 beer at 57% ABV.

BrewDog also helped change UK law through a government

lobbying protest fronted by a dwarf which resulted in the
removal of a 300-year-old measures law which prevented a

new two-thirds of a pint, or ‘schooner’ measure to be

available. This new schooner size perfectly suited the more

flavoursome craft beers.