At first glance, I thought it was a neat self deprecating pisstake in which Fraserburgh's self appointed beer punks, BrewDog, attempt a rather nice slice of self parody. But it turns out to be 100% genuine, above board and for real.
What am I talking about?
I'm talking about BrewDog's latest
It's called Ghost Deer and will be served from the head of a proper real live deer that's dead. There must have been a bit of a sale on at the taxidermist's when they were picking up the squirrels and stoat for End of History.
Don't these folks know that beers served from animals is so last year?
BrewDog describe the beer as a 'beautiful' 'masterpiece' and a 'schizophrenic delusional screw up of a drink'. They say that it's a concept that has 'torn up convention', 'blurred distinctions' and 'challenged perceptions' in a 'defiant' and 'irreverent' fashion.
Clearly, hollow hyperbole is an art form just north of Aberdeen.
So, what's next for our brewing Burke and Hare? A cadaver that dispenses different beers from each rotting orifice? A Bangkok dancer than fires Imperial Porter filled ping pong balls from her poonanny into the open mouths of exhilarated BrewDog lovers? A hefeweizen dry hopped with hubris?
I'm sure it's meant as a bit of fun and a way of getting some cheap publicity but, boy, it's getting a bit tedious now.
*not sure about this bit. I might have been lied to.