UK: OLYMPICS: A Scottish brewery gets into the Olympic spirit by launching a limited edition ale to coincide with London 2012

Record ID: 330987

  • Title: UK: OLYMPICS: A Scottish brewery gets into the Olympic spirit by launching a limited edition ale to coincide with London 2012
  • Date: 31st July 2012
  • Summary: LONDON, ENGLAND, UNITED KINGDOM (JULY 31, 2012) (REUTERS) EXTERIOR OF BREW DOG PUB IN LONDON'S CAMDEN DISTRICT BREW DOG SIGN MAN WALKING TOWARDS BAR VARIOUS OF 'NEVER MIND THE ANABOLICS' BEER ON BAR BREW DOG BAR MANAGER JOHNNY BRIGHT POURING AWAY A CAN OF NAMED BRAND BEER GLASS OF DRAUGHT 'NEVER MIND THE ANABOLICS' BEING POURED BLACKBOARD ADVERTISING 'NEVER MIND THE ANABOLICS' BRIGHT SERVING A CUSTOMER (SOUNDBITE) (English) BREW DOG BAR MANAGER, JOHNNY BRIGHT, SAYING: "We've brewed a beer for the Olympics, and the idea behind it is it's loaded with all the performance-enhancing drugs you need as a professional athlete taking part in the Olympics. So you know if you're lacking a little bit in some departments, you know you're maybe the bronze level and you want to reach the silver and gold, get yourself a few bottles of this, pop into the bar and have it on draught and it's going to pump you full of all the things you're going to need." CLOSE OF 'NEVER MIND THE ANABOLICS BOTTLES CLOSE OF LABEL GLASS OF BEER BEING POURED CUSTOMER BEING SERVED CUSTOMER DRINKING BEER CUSTOMERS SAT AT BAR BRIGHT HANDING A BEER TO A CUSTOMER CUSTOMER, MARK SMALLSREED, FROM CHICAGO, UNITED STATES TASTING THE BEER BEER IN A GLASS (SOUNDBITE) (English) CUSTOMER FROM CHICAGO, UNITED STATES, MARK SMALLSREED, SAYING: "I thought it was great, great beer. I really like the micro brewed beer, especially dark ales and this is really good." CUSTOMERS SAT BY BAR DRINKING BEER CLOSE OF CUSTOMER DRINKING REFLECTION OF BAR IN MIRROR
  • Embargoed: 15th August 2012 13:00
  • Keywords:
  • Location: United Kingdom
  • Country: United Kingdom
  • Topics: Business,Industry
  • Reuters ID: LVA12BUET9242M1XVCQ5UZ4ARBH5
  • Story Text: A Scottish brewery has got into the Olympic spirit by launching a limited edition ale to coincide with London 2012.
    Micro brewery BrewDog have given the ale the tongue-in-cheek name 'Never Mind the Anabolics' because it contains several ingredients that are on the banned list for Olympic athletes.
    At BrewDog's London bar in trendy Camden, duty manager Johnny Bright explained the benefits of drinking the brew.

    "The idea behind it is it's loaded with all the performance enhancing drugs you need as a professional athlete taking part in the Olympics." Bright said, "So you know if you're lacking a little bit in some departments, you know you're maybe the bronze level and you want to reach the silver and gold, get yourself a few bottles of this, pop into the bar and have it on draught and it's going to pump you full of all the things you're going to need."
    The long list of ingredients in the Indian Pale Ale include creatine, guarana, ginseng, gingo, maca powder, matcha tea, kola nut and caffeine - all of which are banned in competitive sport. But that didn't seem to put off real ale fan Mark Smallsreed, visiting London from Chicago in the United States. Smallsreed supped a glass of the ale and enthused about how good it was.

    "I thought it was great, great beer. I really like the micro brewed beer, especially dark ales and this is really good."
    The bar in north London is also currently offering a brand beer 'amnesty' to coincide with the Games. Customers who brought in a bottle or can of beer from a major corporate brewer could exchange it for a glass of BrewDog's craft ale.
  • Copyright Holder: REUTERS
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