by Michael dEstries
Categories: Animals, Eats.

Happy Friday! Now allow me to take it down a few levels.

British brewery “BrewDog” has produced a new special-edition line of beers called “The End of History” retailing for $750 each. If the price doesn’t make you fall backwards, then perhaps the 55% alcohol in each will. Still standing? Ok, each one comes wrapped in a dead animal.

”In true BrewDog fashion, we’ve torn up convention, blurred distinctions and pushed brewing and beer packaging to its absolute limits,” said co-owner James Watt. “This is the beer to end all beers. It’s an audacious blend of eccentricity, artistry and rebellion; changing the general perception of beer, one stuffed animal at a time.”

The Telegraph article is quick to point out that the animals (seven dead stoats, four squirrels and one hare.) were not killed for the bottling process. Still, animal groups in the UK are predictably all over this one.

“Using shock tactics to get attention is terribly out of date, especially when this involves exploiting or degrading animals,” said Ross Minett, campaigns director for the charity Advocates for Animals. “The modern approach is to celebrate the wonders of animals and respect them as individual sentient creatures. I’m sure this would have much greater appeal with the animal-loving public.”

Personally, I find it revolting — and I’m willing to bet that I’m not alone here. But Brewdog has succeeded in emulating the shock marketing so familiar in today’s world — and they’re bound to sell out of this latest “batch” rather quickly. Let’s hope it ends here — I’d hate to see where “animal packaging” could go in the beer world.

About Michael dEstries

Michael has been blogging since 2005 on issues such as sustainability, renewable energy, philanthropy, and healthy living. He regularly contributes to a slew of publications, as well as consulting with companies looking to make an impact using the web and social media. He lives in Ithaca, NY with his family on an apple farm.

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  • Sarah

    This is a UK brewery??? Dispicable!! I’m really shocked at this!! I don’t believe for a second the animals “weren’t killed” for this product. And even if they are telling the truth, what did they do, go hunting for dead animals in the woods?? Also, any decent true animal lover would want the animal to rest in peace. Who in the right mind- even non-animal people- would want to drink out of that anyway?? Surely it’d give people the creeps!

    This is the country I live in too… Terrible.

    I hope the animal groups, like PETA, can get to the bottom of this and have it exposed. This shouldn’t even be allowed on the shelves. For animal reasons and the amount of alcohol that’s in them.

    • ANTI-Sarah

      The rodents were road kill, and then “fixxed up” by a taxidermist.

  • Whoever…


    Pathetic humans… What else can I say!?

    Humans continue to stoop down to such levels of cruelty, ignorance and arrogance that I’m actually glad when I hear it on the news that a few dozens or hundreds of people died (for some reason, whether it was the result of a ‘terrorist’ attack, a ‘natural’ catastrophe or something else).

    What pisses me off even more is the fact that monsters like these aren’t willing to evolve and realize that what they do is wrong!

    Human life means absolutely nothing to me anymore… :(

    Human depopulation… bring it on Illuminati! Please just spare Nature (I’m not including humans in Nature because we have done a pretty ‘effing’ good job at distancing ourselves from anything related to Nature!)

    • Reason

      Human depopulation? Great Idea! You should probably start with yourself!

      • Veronika

        Reason, I agree with you!

      • Whoever…

        You idiot zombies!

        The human depopulation has been carried out for decades.

        Do you really want to know the truth?
        Then watch the documentaries “fahrenheit 9/11″ and “capitalism: a love story” by Michael Moore and the documentaries in the following site:

        If you like, you can also do some research on the “Illuminati” and “The Bilderberg Group”.

        See for yourselves…

      • Jake

        Or we can start with all right wingers.

  • RadicalOmnivore

    Congratulations to Brewdog. The schtick worked predictably and the animal fetishists goosestepped into line like clockwork.

  • imforthewhales

    Dumb move.

  • Michelle

    They used roadkill people & some very talented taxidermist….they didn’t go running into the woods shooting at animals to package their beer with….relax!!!

    • joe

      and how would you know that?

  • kevin

    Brewdog also fines their beer with animal-based stuff (either gelatin or isinglass, aka fish swim bladders)

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