‘Extreme Beer’ Movement Worries British Alcohol Campaigners

by Aruna on  March 30, 2009 at 10:30 AM Alcohol & Drug Abuse News   - G J E 4
 ‘Extreme Beer’ Movement Worries British Alcohol Campaigners
The effects of the so-called "extreme beer" movement on public health worry British alcohol campaigners.

The word of caution comes after the launch of a generation of fuller-flavored ales named Punk IPA, Speed Ball, and O8 that contain mind-blowing alcohol contents.

The specialty bottles, with their intense flavors and alcohol contents of up to 12 per cent, can contain 10 times as much hops as a traditional pint.

While beer writers and aficionados have welcomed them, alcohol campaigners have complained that drinkers may be unaware of the strength of the new products.

They say that a single 330ml bottle of which is enough to make an adult exceed their daily recommended alcohol intake.

Alcohol Concern complained that BrewDog-the microbrewery that makes Punk IPA, Rip Tide and Hop Rocker-appears to be targeting young people.

"The marketing reminds me very much of alcopops," the Independent quoted its Chief Executive Don Shenker as saying.

"It looks to me like they're going for the 18 to 25-year-old category. They should make prospective customers aware that it's a different type of beer by putting the alcohol units on the label. At 10 per cent, a 330ml bottle would be four units, the recommended daily amount for a man," he added.

BrewDog's head brewer, Martin Dickie, denied encouraging irresponsible drinking.

"There's no way someone can drink 20 a night. It's probably the least economic way of buying alcohol. You can get a bottle of vodka for 5 pounds," he said.

He further said that his products were meant to be enjoyed by friends in their own homes.

"You can sit down with two or three friends and open two or three bottles. It's much more relaxed and you are able to savor the beer," he said.

Source: ANI

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