Mitchell Brewing Co, a brewery in Billinghay, Lincolnshire, UK, experienced a viral sensation and subsequent controversy after releasing a beer named ‘Osama Lager,’ after the al-Qaeda founder responsible for the 9/11 attacks. The beer’s name went viral on social media, leading to an overwhelming demand that forced the brewery to shut down its website, which crashed three times, and disconnect its phones. Despite the chaos, the beer sold out completely.
Co-owner Luke Mitchell explained that the provocative names, such as ‘Osama Lager,’ ‘Kim Jong Ale’ (after North Korean leader Kim Jong Un), and ‘Putin Porter’ (after Russian President Vladimir Putin), are intended to be humorous and provide a “nicer outlook on some horrible dictators.” While the feedback was generally positive, with many customers appreciating the tongue-in-cheek approach, some found the names distasteful. Mitchell noted that he had consulted with military personnel near several Royal Air Force bases, who assured him they did not find the names offensive.
The brewery is preparing to release another provocatively named beer in June in collaboration with another brewery. ‘The Orange Mussolini’ will be named after former United States President Donald Trump, referencing his distinctive tan and drawing a parallel to Italian fascist dictator Benito Mussolini. The tagline, “A storm is brewing, and this is one he can’t pay off!” alludes to Trump’s criminal trial over alleged hush-money payments to porn star Stormy Daniels.
In addition to its edgy marketing, Mitchell Brewing Co supports charitable causes. The company donates £10 from each barrel of ‘Osama Lager’ to the Voices Centre of Resilience, a charity that aids 9/11 victims. This initiative underscores the brewery’s commitment to blending provocative marketing with social responsibility.
Mitchell Brewing Co continues to push the boundaries of marketing in the craft beer industry, navigating mixed reactions to its unconventional branding while remaining focused on combining humor with high-quality brewing and engaging with its audience.
Story and Photo credit : Lincolnshireworld
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