The Scottish brewer and pub company says it wants the new beer, called This. Is. Lager, to redefine the lager category.
The 4.7% ABV pilsner is made with a German lager yeast, “ten times the hops of most industrial lagers” and has been lagered for five weeks.
“Lager is often demonised or derided as the choice drink of chavs and louts, which is the result of laddish marketing that diverts attention away from taste and enjoyment and undermines the potential of lager as a creative and artisanal beer style,” said BrewDog co-founder, James Watt.
“If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway.
“With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media-disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to stack ‘em high sell ‘em cheap beers with no soul or taste.”
“Gone are the days of lager being synonymous with extra-cold taps, lads on tour, fake Aussie accents, Burberry baseball caps and pot bellies. That is not lager. This. Is. Lager.”
To promote its new brew to sceptical ale fans the brewer is offering free one-third of a pint tasters at all its UK bars from noon to midnight tomorrow (3 September 2014).
This isn’t the first lager the brewer has created, it launched Fake Lager in April 2013.
Last week the company confirmed it would offer a 15% discount to students in all its bars between midday and 5pm on weekdays.