BrewDog: pledge your death to a good cause

11-Jul-2016 - Last updated on 13-Jul-2016 at 13:34 GMT

James Watt: 'All good things come to an end, including this beer, and its drinker'

BrewDog has launched a campaign encouraging drinkers to become organ donors alongside the launch of its new ‘temporary’ beer, Born to Die.

The Scottish brewer created Born to Die, an IPA, with the aim of demonstrating “the destruction of delicate hop oils over time”. It will be available for only 35 days.

‘Shuffled off this mortal coil’

BrewDog co-founder James Watt said: “The UK’s organ donor register is severely low and we’re hoping our latest Born to Die launch will nudge more people to help others after they’ve shuffled off this mortal coil.

“Thousands of people drink our beer every day and now they can pop a card out of their beer mat and pledge their death to a good cause.”

In the UK, people must currently register their wish to be an organ donor, but in Wales, there is an 'opt-out' system where it is deemed consent is already given unless a person requests to not have their organs used after their death.

Double IPA

The beer itself is an 8.5% ABV double IPA made with Cascade, Simcoe, Amarillo and Citra hops.

The brewer said this combination would deliver high levels of flavour and aroma but such qualities would deteriorate quickly, hence the beer’s limited lifespan.

Watt said: “After recent pressure on the UK to switch to an opt-out system, what with numbers of donors so low, we felt like this batch of beer could be a great way to mobilise our army of beer fans to ramp up the numbers on the list.

“All good things come to an end, including this beer, and its drinker.”