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Prepare yourself. Are you sitting down? Not even a week after BrewDog announced a 55%-ABV beer called “The End of History,” Dutch brewery ‘t Koelschip (translation: “The Refrigerated Ship” but in beer terms, a vessel where spontaneous fermentation occurs) has retaliated with a ridiculously huge is-it-really-beer of its own: “Start the Future.”

Clocking in at 60%-ABV, the beer is the brewery’s second attempt to unseat BrewDog; before last week, it had briefly owned the biggest beer mantle with its 45%-ABV Oblix, a response to BrewDog’s 41%-ABV Sink The Bismarck, which was a beer made to reclaim the title from German brewery Schorschbräu for their Schorschboc 40%. Yeah, we are finding it hard to keep track these days, too. When will the fighting stop?

Well, those zaney Dutchmen appear to have upped the ante. You can bet that BrewDog is busily preparing another silly-strong beer to be paired with an even sillier promotional video. We’ll keep you posted. Meantime, it’s worth noting that whereas “The End of History” retails for $800 per bottle, drinkers lucky enough to find “Start the Future” will spend only $45. Take that, BrewDog.

Photo courtesy of ‘t Koelschip

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