The campaign has started today (Wednesday 12 September) and will see ‘bad beer bins’ available across BrewDog bars for punters to dump their cans of non-BrewDog beer in.
This is the latest in a spate of BrewDog marketing stunts, with the most recent Beer Porn activity receiving substantial criticism.
The beer collected in the amnesty, which will be running from 12noon today until closing time this evening, will be recycled by BrewDog staff. Some of the dumped brews will be turned into biogas or biofertiliser.
Speaking about the new initiative, BrewDog co-founder James Watt said: “For decades, the craft of lager has been lost and forgotten, bastardised by mega breweries putting profit before flavour.
“But brewed right, lager can pack huge flavour and offer a really exciting style with depth and character.
“We have been working hard on nailing this recipe for months, and we know anyone who has a taste of Lost Lager will never look back.
“Lost Lager is a crisp, clean Pilsner with hints of spice and a zesty lime marmalade character."
‘Taste a lager made with soul’
He continued: “To mark its launch, we wanted to give beer drinkers a chance to taste a lager made with soul and passion, rather than the mass-produced fizzy yellow swill that the big breweries have been peddling for years.”
Lost Lager is the latest release from the Scotland-based brewery and pubco, with its first sour beers recently launched from its state-of-the-art sour beer facility Overworks.
The Bad Beer Amnesty is being run in bars across the UK as well as BrewDog’s European bars.