Last November, the BrewDog, a three-year-old Scottish microbrewery, released a new brand, dubbed Tactical Nuclear Penguin. The beer set a new record by weighing in at a scary 32% alcohol by volume (ABV), more than six times the strength of familiar domestic brands like Budweiser. As told on the company’s website (it shows stirred penguin sex), the brewery was able to maximize the alcohol content by freezing the beer at a local ice cream factory, at temperatures as low as -6°C (21°F), for 21 days. As alcohol freezes at lower temperatures than water, and removing water from the solution increased the concentration of the alcohol.

Jim Watt, one of the BewDog’s co-founders, says that some bottles of Tactical Nuclear Penguin are in the process for shipping to a few stores in California and New York City. About half of the consumers buying beer from BrewDog’s are Americans. This was then Watt’s reference of setting-up a higher market demand.

As said on the label of the Tactical Nuclear Penguin bottles, “This is an extremely strong beer; it should be enjoyed in small servings and with an air of aristocratic nonchalance. It is exactly the same manner you would enjoy a fine whisky, a Frank Zappa album or a visit from a friendly yet anxious ghost.”

This led to be critiqued by some alcohol watchdog groups who aren’t happy with the company’s tactics. Jack Law, the chief executive of Alcohol Focus Scotland recognized BrewDog’s high-alcohol products as “irresponsible.” Watt’s statement was “We’re all for responsible consumption, but as we all know, beer and responsibility often don’t mix. So enjoy the beer wars at your own risk.”