BrewDog: #EFP Box & Hop Shot (22%)

Ooh look, a little bottle of marketing.
BrewDog are starting to get me really cross.
I’ve said on more than one occasion that I’m sick of their frankly silly “punk” marketing, the final nail in the coffin for me was the bottles contained in this month’s (February ’17) “Equity For Punks” subscription box.
Half the beer is available in supermarkets, most as part of three for two or three for a fiver deals, and there were two bottles of their middle of the road Zeitgeist, which you used to be able to buy in Tesco before they discontinued it.
Nothing new or exciting, nothing that they’ve been shouting about like the Cloudwater collaboration or the latest Born To Die, but there were two tiny little (110ml) bottles of Hop Shot.
A 22% distilled beer.
And it’s terrible.
Where Tactical Nuclear Penguin and Sink The Bismarck had a good boozy warmth that was round and inviting, making the beer feel like the spirit that it really was, this is just a searing alcohol burn and a bilious yet strangely nondescript hit of hops that’s not much greater than their JackHammer or, say, Stone’s Ruination in its bitterness.
And presented in tiny bottles at over six quid a go this, to put it bluntly, stinks.
BrewDog, you stopped being punk some time ago.
Please, as a shareholder can I say that it really is time to grow up and concentrate on making the terrific beer that I know you’re capable of and to look after all the people who have put money into you, instead of dicking around with this kind of nonsense and the endless T-shirts and other combined tat that makes up the BrewDog range.

Source: BrewDog

About Simon Williams

Founder of CAMRGB. Member of The British Guild Of Beer Writers. Leftist bigmouth. Old and grumpy.
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6 Responses to BrewDog: #EFP Box & Hop Shot (22%)

  1. Ramsay says:

    Although interestingly, this (Hop Shot) has generated very little buzz as far as I’m aware. I’m not even tempted to try it. While it would have seemed revolutionary 10 years ago, it now seems a gimmick, and something that just wouldn’t be enjoyable.

    On the other hand, this case is about £3 per bottle so it’s not surprising that it’s mostly £3 beers like bombers of “supermarket beer” and stronger 330s like Jackhammer and Hardcore. In a sense you were lucky to get the Hop Shots!

    I would be surprised to see them squirreling away NE IPA and BTD in mixed cases when they can easily sell their stocks at £6-7 a bottle.

    • get your point, however the early EFP boxes included some Abstrakt bottles, Tokyo, that kind of thing.
      After all the point of the case is to give Equity members something a little bit different.
      They could easily have stuck a BTD and a Cloudwater in as they retail for about the same as the Hop Shots.
      Or even on Hop Shot and one of the other new things.

      • Ramsay says:

        Ah yes they retail for around the same but can’t you just imagine the scenes at BD HQ: “No one’s interested in this ice distilled crap anymore, it’s clogging up the warehouse! Everyone’s drinking Cloudwater IPA!” “Right well let’s brew an IPA with Cloudwater and get this cough medicine packed off in every mixed case”. Maybe a good start to the EFP case to launch it and get people posting, but now it’s reverted to cynical capitalism?

  2. WirrAleDrinker says:

    Very much matches my own feelings of currently ‘hype over substance’. I find it frustrating that their original idea, brewing American style and strength beer and making them widely available, has mutated into a hypocritically ‘mainstream’ company selling increasingly bland, disappointing and gimmicky beers, as widely as possible. While the odd beer does generally impress (notably Born to Die Feb 16 and Abstrakt 20 ) this is interluded by countless ‘marketing experiments’ that don’t. You can almost predict your enjoyment by the packaging, with the ones most highly stylized (often having their own t-shirts) delivering the least. Basically the existing company no longer represents the company I was happy to invest in, and although their bars and staff are often good, I’m not sure I don’t find myself visiting them for their beers, but rather for their guests…

    • WirrAleDrinker says:

      Side comment, I’m yet to purchase any mystery box from Brewdog, mainly due to their insistence on sending, branding them along side their core range. If i wanted these, I can easily go and buy them, so I find myself buying what I want, rather than gambling and risking disappointment.

  3. Pingback: BrewDog Rye Hammer (7.2%) | CAMRGB

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