The Tokyo* beer sparked a furore when it was launched with an 18.2% alcohol content this summer, with health campaigners condemning the brewery which produces it as “irresponsible”.
Drinks watchdog the Portman Group investigated after complaints about the wording on the label.
The message on the Tokyo* bottle’s label and website reads: “Everything in moderation, including moderation itself. What logically follows is that you must, from time to time, have excess. This beer is for those times.”
The Portman Group’s independent complaints panel agreed this advocated excessive consumption and was “particularly unwise in the context of a product that contained six units of alcohol in a single 330ml bottle”.
Given the price and depth of flavor of the beer, it’s very unlikely that many people are using it to binge. On the other hand, Portman’s doing a great job bringing international attention to BrewDog’s offerings through news articles like this one. Nice work, Portman!