An immoderate beer—an 18.2 percent ABV brew called Tokyo, produced by the Scottish company BrewDog—is stirring up controversy in the UK. A key British beverage distributor is refusing to distribute Tokyo due to the wording on its label, as reported by Dan Mitchell at Slate:

“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.”

Translated: Drink this to get trashed in a hurry.

BrewDog, which also makes the world heavyweight of high-alcohol beers (Tactical Nuclear Penguin), is quickly making a name for itself. Bad boy reputation or not, BrewDog is putting itself on radar screens, which translates to buzz. Whether that buzz translates to sales is something that has yet to be seen.

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