THE END OF HISTORY… ENDED?

Well, that didn’t take long.  I was hoping we wouldn’t be talking too much more about BrewDog’s The End of History, their ostentatious 55% ABV brew that came out recently.  This will be a quick post, but I think should teach us all a lesson.  Recognize when you’re in a pissing contest, and exit immediately.

Announced on July 22, The End of History has already sold out.  And believe it or not, It’s already been toppedJust yesterday, a Dutch brewery named ‘t Koelschip (The Refrigerated Ship) claims to have produced a 120 proof beer (so 60% ABV) called “Start the Future.”  My dutch is a little rusty, but I think by reading the website it’ll cost around 20 euros.

So it appears that “The End of History” was a flash in the pan, rather than a bold new standard.  It seems like most around here won’t be disappointed, especially since Start the Future apparently isn’t in a rodent-themed package.

Well Aleheads, have at it.  What does this mean?  Will BrewDog fire back? Does anyone Care?

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7 comments

  1. Magnus Skullsplitter · · Reply

    The Scots have never been known to give up in any type of war, regardless of the horrible odds against them and the fact that no one even wants the prize that goes to the victor. I’m guessing they won’t stop until they create grain alcohol beer served out of some sort of alien life form that’s part machine, part human, part truck… it’s not just a beer – it’s a Transformer!

  2. So far this morning I’ve watched parts of the “Today Show”, a couple minutes of “Mike and Mike”, talked on the phone with a few people in rural Tennessee and Mississippi, and read some articles on Yahoo Finance about how the economy is recovering as planned. Yet, this is the stupidest thing I’ve come across since waking up 3 hours ago. I don’t mean that as an insult to the Professor or Magnus, I mean this as an insult to any brewer, past or present, that continues in this ridiculous pissing contest. F-You ‘t Koelschip. There are only two things I hate in this world, people who are intolerant of other people’s cultures…and the Dutch.

    To mis-quote one of the most poignant lines ever spoken in film (Which the Professor has used before in its true form):

    “BrewDog, ‘t Koelschip, and Schorschbrau, what you’ve just done is one of the most insanely idiotic things I have ever heard. At no point in your rambling, incoherent brewing were you even close to anything that could be considered a rational thought. Everyone in this world is now dumber for having witnessed it. I award you no points, and may God have mercy on your soul”

  3. Beerford · · Reply

    Given my layman’s understanding of beer making I could be off on this, but I’m thinking that there’s no way they’re achieving these ridiculously high ABV levels through straight fermentation, right? There must be a distilling process going on somewhere in the making of these absurd beverages. If that’s the case, how is that still a “beer” by any real definition?

  4. There’s not a ton of press on this subject other than the breweries themselves tooting their own horns. Check out some blogs though (One’s that actually do research and have informed opinions, not ours) and I think you’ll see that you have many supporters. The thought is that they’re either distilling part of their finished product and mixing it back in, or simply tossing some booze into the final bottle. They could also be using a freezing process, which in essence will concentrate the alcohols and allow you to just keep brewing, freezing, brewing, freezing, until you have enough concentrated product to make a batch.

    All of the breweries have fallen back on some form of water, malt, hops, yeast argument. If they ferment those ingredients they argue, no matter how they do it, it’s beer. Load of crap if you ask me.

  5. Beerford · · Reply

    Ah, good call, I’d forgotten about the whole ice beer thing. Either way, I think I’ll stick to whiskey for my 80+ proof drinkin’ needs. This business sounds silly and unfortunate.

  6. Ripped, I agree completely — this is a ridiculous exercise. I just find it amusing to follow.

    Beerford — One of the BrewDog videos about the making of Tactical Nuclear Penguin describes that they use exactly this type of freezing process to make that one (I think that Tactical Nuclear Penguin is something like 32% ABV). Not sure how far you could push it, but it’s certainly fair to say that whatever procedure they’re using deviates significantly from a traditional brewing/beermaking process. The gist is that you cool it down, the water freezes and is removed, and what’s left behind is a more concentrated “beer.” The process is repeated a few times to get the final product. For my money, I’ll stick with any of the other great normal beers that are out there.

  7. […] BrewDog’s The End of History: I believe that we’ve talked about this one quite enough. Cutting edge beer marketing? Or sullen teen's "art" project? You […]

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