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BrewDog Beer Challenges Olympics Sponsors

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Beer 1If McDonald's is gloating at its monopoly over sponsorship rights of London 2012 Olympic Games, someone out there is going to have the last laugh. BrewDog, a Scottish brewery, has launched a special brew, which athletes may think twice about drinking, especially during the Games. However, that is not the point of the beer, which hopes to "undermine global sponsorship deals for this summer's games."

 

 


The BrewDog Brew

 

For starters, the beer is made with a whole lot of ingredients, which have one thing in common - these ingredients are on the banned list for professional athletes. The beer has Gingko, matcha tea, maca powder, lycii berries, guarana, creatine, kola nut, and steroids. The makers of this beer insist that they want to "unmask the corporate beast of the world's biggest sporting event and highlight the shallow nature of sponsorship" through their product.

 

 


A Beer To Be Frowned Upon

 

Well, with so many illegal ingredients, what else would you expect? James Watt, BrewDog co-founder, explains, "It seems a beer laced with performance enhancing ingredients isn't actually illegal, but it is definitely frowned upon. However, we don't think Never Mind the Anabolics is as absurd and obnoxious as the tenuous sponsorship deals from fast food chains and global mega breweries that seem to define the people's games." He further adds, "A burger, can of fizzy pop and an industrial lager are not the most ideal preparation for the steeple chase or the dressage (for human or horse). So we decided to give the athletes something that was going to make them happier and better. A way to relax before a big event and at the same time, increase your chances of winning."

 

 


Taking on Pseudo-Sponsors

 

Watt minces no words when he says that the beer is an attempt to cock a snook at the big-budget sponsors. He says clearly, "Never Mind the Anabolics is a thorn in the side of the biggest corporate beast spawned this century. We don't care what shampoo the athletes use, or what their favorite fast-food meal is, or even if they decide to drink tasteless, mass-produced fizzy yellow lager from global mega corporations - and if we did we wouldn't believe the shameless advertisements peddling them." His next words are explosive, "This is the craft beer community showing the sponsors of the games the finger in the best way we know how." Here's what the company said on its website, "It is about time the greatest sporting event on the planet was not sponsored by fast food companies, sugar fizzy drinks producers or monolithic multi-national brewers."

 

 


The Applause Beer 2

 

Marketing firms are already picking up the beer as an example. One website writes about the beer that "it is a limited-edition India pale ale that's supposedly chock-full of substances banned for professional athletics." Another firm said in a press release, "It turns out, having spoken to somebody involved with the campaign, that only the first batch of beer contains steroids - the ones being sold to the public will not contain steroids, though they still contain the other substances athletes are banned from consuming."

 

The company has attached a good cause to the beer as well. It will contribute a percentage of the total sales of this anabolic beer to a good cause - purchasing a new surfboard for Abbie, a dog who knows how to surf. The BrewDog has a long history of launching cheeky beers such as Dead Pony Club, 5 A.M. Saint, Dogma, and Hardcore IPA. Now, it remains to be seen whether Anabolics beer would achieve the cult status like its predecessors or not.

 

Image Courtesy: brewdog

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