Scottish firm launches anti-Olympics beer
The award-winning brewers officially launched the 6.5 per cent India Pale Ale on Saturday in opposition to the ‘shallow corporate sponsorship’ of the Games.
Containing an array of banned Olympic substances, the limited edition beer will be available on draught at all Brewdog pubs and also sold in bottle online.
“BrewDog has today unveiled a limited edition beer it hopes will undermine global sponsorship deals for this summer’s Games, called Never Mind the Anabolics,” the brewer said ina statement.
Designed to ‘unmask the corporate beast’ of the world’s biggest sporting event and highlight the shallow nature of sponsorship, the new beer contains creatine, guarana, lycii berries, kola nut, Gingko, matcha tea, maca powder and steroids – all of which are banned for professional athletes.
Corporate sponsorship has dominated the headlines in the lead up to the Games, with London 2012 organisers keen to stamp out unofficial marketing linked to the event.
Olympic boss Lord Sebastian Coe threatened to ban Pepsi t-shirts from the Games to protect official sponsors Coca-Cola earlier this week, while Locog has moved to ban a host of other unofficial marketing campaigns.
Brewdog co-founder James Watt, added, “It seems a beer laced with performance enhancing ingredients isn’t actually illegal, but it is definitely frowned upon.”
“Never Mind the Anabolics is a thorn in the side of the biggest corporate beast spawned this century,” he continued. “This is the craft beer community showing the sponsors of the Games the finger in the best way we know how.”