Categorized | Beer, News

Banned! The UK’s Strongest Beer Goes Flat

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A beer with 18.2% alcohol content has been banned from sale in the UK after a watchdog said it promoted binge drinking.

The controversial Tokyo* beer was launched in the summer but has been heavily criticised for its marketing message.

The drink is brewed by an Aberdeen-based company called BrewDog and contains six units of alcohol per 330ml, making it the strongest in the UK.

The label on the bottles states: “Everything in moderation, including moderation itself. What logically follows is that you must, from time, have excess. This beer is for those times.”

The drinks watchdog the Portman Group investigated the beverage after complaints were made about the wording on the label.

A retailer alert bulletin is being issued for shops to remove the beer from their shelves until Brewdog complies with marketing standards.

BrewDog says the ban is a waste of time because the product is only sold in a handful of specialist shops in the UK, and 90% is exported.

Director Martin Dickie said: “They have to credit the consumer with some kind of intelligence, and for them to go off the rails and ban this because of what it says in a witty remark on the side just smacks of the nanny state.”

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Saturday, September 23, 12:21 am

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