Thursday, 27 February 2020

We're lost in lager


Like most people I can’t resist a bargain, especially when it’s a genuine one. It’s even better when the bargain involves beer and decent beer at that, so what better than to stumble upon a slab of tinnies on sale at Tesco, at a knockdown price.

I chanced upon this bargain last Saturday, at Tesco’s Leybourne superstore, just off the M20 at Junction 4, when I discovered a 12 can pack of Brew Dog Lost Lager, retailing at just £5.85. The pack had been reduced from £9.00, because two cans were missing.

There was no clue as to why the cans weren’t there, but presumably the pack had taken a tumble rendering a couple of cans as unfit for sale. Tesco must have then seen fit to reduce the pack,  just to get it off their shelves.

The strange thing is the slab was already marked at a reduced price, as Brew Dog’s website shows this 12 can pack retailing at £16. Ten cans for just under six quid, certainly was a real bargain.

“Lost Lager” was launched with all the publicity and fanfare we have come to expect from Brew Dog over the years. But putting the hype to one side for a moment, the beer itself is rather good and very drinkable, so much so that I find myself agreeing with the company’s claim that “Lager is one hell of a beer if you make it right.”

Brew Dog’s description of the beer as a dry-hopped Pilsner made with classic German Saphir hops, is spot on; as is the claim that “This is lager like it was, like it should be, like it will be.” They’ve certainly gone to town on the authenticity as, in addition to the Saphir hops, Lost Lager is brewed using a Bavarian yeast, giving the beer a crisp clean taste, balanced against distinctive citrus notes.

So for now, after a rather challenging week at work, I’m going to chill-out, put my feet up and crack open a can or two of this rather good, and amazingly cheap lager.

5 comments:

Liam K said...

Hi Paul. BrewDog have changed their can designs and so most beers with old design are being reduced. That might explain the original lower price.

Curmudgeon said...

BrewDog seem to have had a series of attempts to create an everyday lager. A while back they had This.Is.Lager which didn't last. It was even on sale in Wetherspoon's for a while, but they removed it because it wasn't shifting and was turning stale.

Paul Bailey said...

Thanks Liam K. It seems there's nothing like a brand makeover to keep things fresh.

Mudge, now you mention it, I do remember This.Is.Lager, and seeing it on sale at Spoons. I think any new lager would struggle to sell there, when it's up against the well-known, big boys' brands.

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