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Beer ‘containing’ steroids launched in hope of undermining Olympic sponsors

Scottish craft brewery BrewDog has announced a limited edition beer containing a number of prohibited substances, including creatine, guarana, lycii berries, kola nut, Gingko, matcha tea, maca powder and anabolic steroids – though which anabolic steroid out of the dozens available hasn’t been made public.

The product, called Never Mind the Anabolics, has been released in the hope that it will ‘undermine global sponsorship deals for this summer’s games’, by containing 8 ingredients that are banned for professional athletes due to performance enhancing effects.

I’m a big fan of BrewDog’s stunts and whilst this one is again headline-grabbing and fits with the brand’s anti-establishment ethos, there’s one thing I wasn’t sure about and that is the legality of it.

It turns out, having spoken to somebody involved with the campaign, that only the first batch of beer contains steroids – the ones being sold to the public will not contain steroids, though they still contain the other substances athletes are banned from consuming.

My concerns were simply because it’s illegal to sell steroids in the UK, though legal to buy them for personal use.

As mentioned in the press release, BrewDog will be using the hashtag #FaketheStage to ask followers to joke about ‘tenuous sponsorship opportunities the games has yet to tap into’.

Here’s a video to launch Never Mind the Anabolics:

Involved agency: Manifest Communications

Posted by:

Rich is a PR man that likes to create things for the industry. He started PRexamples.com in January 2012, after writing about Good and Bad PR for a number of years. In March 2013, Rich co-founded blogger outreach service bloggabase.com with 10 Yetis PR's Head Yeti Andy Barr. In 2014, Rich launched client matchmaking service Find Me a Marketer. Before going it alone, Rich worked as a senior account director at Frank PR and, before that, at 10 Yetis PR Agency in Gloucester. Rich splits his time between London and his house in Gloucester, where he lives with his wife and two children. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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  • http://www.counttoten.co.uk/ Chris Date

    More great work from Brewdog. Keeping just the right side of trouble – and most likely generating themselves a heap of publicity in the process.

  • http://twitter.com/paulruk paul rayment

    How does this 
    ’undermine global sponsorship deals for this summer’s games’ . Sure, athletes can’t drink it but what has that to do with anything?