Brew Dog’s Tokyo beer, which has the highest content of alcohol of any beer found in Britain, was banned on Friday for promoting people to overindulge while drinking.
The powerful brew has an alcohol content of 18.2%, which is about four times stronger than most other beers on the market and is double the recommended daily limit of alcohol intake.
One alcohol group complained that the label on the bottle promotes indulgence since it advocates that while all things are good in moderation, sometimes ‘you must have excess.’ The label goes on to state that this is the intent of the beer.
Chief Executive of the watchdog group Portman said that the label breaches their ethical code on the way alcohol is packaged, and that a brewing company should not urge its consumers to drink excessively.
If BrewDog wants the beer to be legal for sale in Britain again it will have to change the label.
Tokyo first hit the market in July and costs about ten pounds for 330ml.
The company does not seem too upset about the ban however, with director Martin Dickies insisting that the sales were not hurt given it was a niche beer and out of 3000 bottles only 500 were left unsold when the ban hit.
