Watchdog bans 18.2% beer

Tokyo 'encouraged' binge drinking

BrewDog, the controversial Scots brewer and purveyor of inflammatory publicity stunts, has had another of its beers banned by the Portman Group after complaining about its own brand.  

The self-styled punk brewer’s marketing of its 18.2% ABV beer Tokyo ‘encouraged excessive drinking’ according to the industry self-regulator, which has banned the brand’s sale across the UK.  

“Everything in moderation, including moderation itself… you must, from time [sic], have excess”, was the statement on the beer’s label that prompted the group’s ruling. 

“We don’t regulate the alcohol content of drinks but we do control how they are promoted. It’s obviously unwise for any company to urge consumers to drink to excess,” said Portman CEO David Pooley.  

In the past BrewDog has accused the watchdog – funded by some of the world’s largest drinks groups – of hypocrisy, branding the group a “self-imposed cartel”.  

The brewer, which last month said it had itself made a complaint about Tokyo for advocating binge drinking, has made national headlines through its controversial approach to marketing.  

Last month Alcohol Focus Scotland, which also complained that Tokyo encouraged irresponsible drinking, branded the launch of the 32% ABV beer Tactical Nuclear Penguin a “cynical marketing ploy”.  

The Portman Group has ordered retailers to clear their shelves of Tokyo until its marketing complies with its code of practice.

In January the group banned ‘Class-A Strong Ale’ SpeedBall because of its associations with drugs. BrewDog later said it had merely renamed its Dogma brand in order to bate the group.  

The success of BrewDog’s strategy and brands speaks for itself. This week the firm won permission to build a so-called eco-brewery on the outskirts of Aberdeen to supply the growing demand for its beers.