Punk IPA

Is, according to it's makers, Brewdog, a post-modern classic pale ale.

It's tricky to know what they mean by post-modern in the context of a beer. I doubt if they know themselves. 

They might mean:

1. This beer is more modern than other beers. It's moderner.
   
2. This beer is characterized by a return to traditional materials and forms.
   
3. This beer is an ironic self-reference and an absurdity.
   
4. This beer will force a radical reappraisal of modern assumptions about culture, identity, history, or language.
   

But, of course, it doesn't mean any of that. They simply saw an angle, came up with a marketing hook ... cool, punk, kidz, post-modern, beer, money, money, money, money, money, money, ching-ching.

They also, unbelievably, say:

We don't care if you don't like it. 

They is down wid the kidz, see. They don't give a shit 'bout nothin'. The don't give a shit 'bout nothin' dollar is a good dollar. 

Then they kind of blow it and get all sensitive. They say:

The light fruity aroma dominates the initial confrontation; lychee, kiwi and passionfruit all prevail with subtle nuances of cherry and strawberry.

Not very punk is it? Apart from the confrontation part. But these guys must know what they're doing. The sensitive/expensive fruit dollar must be a big dollar these days too.

Other marketing wheezes (aka beers) from Brewdog include:

Hop Rocker - the statuesque lager. 

(Like a lager statue?)

The Physics - laid back amber beer.

(For when you've had a hard day arsing about in the lab?)

Hardcore IPA - explicit imperial ale.

(Dunno, a sex toy. Didn't they ever hear about Fatty Arbuckle?)

Rip Tide - twisted merciless stout.

(For surfer-dude serial killers?)

Paradox - whisky cask aged imperial stout

(Oh do fuck off!)

Brewdog Punk IPA. For the way we live today.