When I wrote about PR-happy Scottish microbrewers BrewDog back in April, I had a feeling it wouldn’t be the last time. But this time, the company has truly outdone itself, not only creating a “beer” containing 55% alcohol by volume, but which also comes packed inside the carcass of a dead rodent.

BrewDog’s “End Of History” beer gets its name from the works of philosopher Francis Fukuyama, “who defined history as the evolution of the political system and traced this through the ages until we got the Western Democratic paradigm.”

Well, say the folks at BrewDog, their rodent-packed potable “is to beer what democracy is to history… The beer is the last high abv beer we are going to brew, the end point of our research into how far the can push the boundaries of extreme brewing, the end of beer.”

According to AdWeek, the beer, which has now sold out, was selling at around $760/bottle. At that price, it may not be the end of beer, but it would certainly be the end of my beer money for quite some time.

The End of History from BrewDog on Vimeo.

Scottish beer packaged inside dead rodents [AdWeek]

Thanks to SteveDave for the tip!

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