Super-strong beer by Brewdog banned from UK bars

A super-strong beer brewed by controversial Scottish brewer Brewdog has been banned for sale in bars, clubs and shops throughout the UK by the Portman Group.

The drinks watchdog's Independent Complaints Panel decided that the 18% ABV Tokyo beer breaks its marketing standards code, following complaints from Alcohol Focus Scotland and a member of the public that a message on the drink's label encouraged excessive drinking.

The Portman Group is to issue a Retailer Alert Bulletin, asking retailers to stop selling the drink until its marketing is altered to comply with its Code of Practice.

David Poley, Portman Group chief executive, said: “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.  We won’t allow any irresponsible marketing whether it’s for a big brand or a niche product.  That’s why we’re taking action to restrict future sales of this beer.”

The Panel dismissed other complaints that the product’s packaging unduly emphasised its strength and that the expression “intergalactic fantastic” on the label was a reference to the effects of illicit drugs.

Last week Brewdog announced the launch of what it claims is the world's strongest beer, Tactical Nuclear Penguin, at 32% ABV. The company claims the beer is an "imperial stout", marketed at connoisseurs.

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By Neil Gerrard

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