Paradox Smokehead

I note with interest that BrewDog have just won  first prize at the "Prince's Scottish Youth Business Trust ‘Young Entrepreneur of the Year’ Awards." Apart from being an apostrophal nightmare, this is an extremely coveted award.

But the brewery has come in for severe criticism from some quarters (not least this one). They have been warned by The Portman Group, who promote sensible drinking, that drinking Brewdog products is the very definition of not-sensible. They go on to say that the way Brewdog advertise their products promotes excess, particularly among younger people. Brewdog respond simply by calling for the abolition of The Portman Group. They don't care, what anyone thinks, see.

Now my own view on Brewdog are documented here (me no likey) but I don't quite see what all the fuss is about. Young people bent on excess are hardly likely to be swayed by guff like "Paradox Smokehead - a unique whisky cask aged stout" even if it comes in at a hefty 10% ABV. Like normal young people they'll simply seek vomit-inducing oblivion via the medium of the cheapest can of cider they can find. I think we can rest safe in the knowledge that none of our young people would be stupid enough to drink anything from Brewdog.

So, who in the name of Sweet Baby James, does drink this stuff? Who are they marketing their crass and overbearing marketing at?

Well I don't know. I can only assume that they are aiming for the age group at the highest point on the Earnings/Stupidity scatter diagram. Should such a thing exist.

They're right about one thing though. It is a Paradox. I just can't fathom it.