WAITROSE have been lampooned after a customer posted online a picture of cans of Carslberg Special Brew complete with “tasting notes”.
The lager – known as gut rot and tramp juice – was last year watered down from 9% to “just” 7% as well as being sold in a smaller can.
Helping to complete the rehabilitation of a product often associated with problem drinkers, Waitrose staff have now provided a sophisticated guide to the Special Brew experience.
The sign – placed on the shelf of the £1.82 cans – reads: “Carlsberg Special Brew – Stronger lager with a cognac flavour.”
It adds: “Full bodied fruity tasting with a good clean bitterness.”
The image was uploaded by Martin O’Leary, who captioned it: “Peak Waitrose: tasting notes for Special Brew.”
The photo has gone viral since it was uploaded and social media users reacted in delight to the image online.
One Twitter user offered his own version of the tasting notes, posting: “’A cheeky little number, guaranteed to get one absolutely s***faced. Best enjoyed alongside a bus shelter.”
Another offered: “The highest ABV at the lowest price in this store. Have a can or two then fall asleep on the pavement just outside.”
One more proposed alternative was: “Best enjoyed on a bench by a canal while shouting at swans.”
Donald Lyven added: “Ah, obviously the tipple of choice for the connoisseur p***head.”
One more asked, “Cognac flavour? Who the hell does their tasting. Jacob Rees-Mogg?” – referring to the famously well-bred MP for North East Somerset.
Another Twitter user said the image was indicative of the downfall of the middle class – who traditionally shop at Waitrose.
He said: “The end of days for the English middle class is closer than we think.”
A later picture posted by Martin showed that the store , whose location is not clear, had sold out.
Carlsberg Special Brew was created in 1950 to commemorate the visit to Copenhagen of a celebrated imbiber of alcoholic beverages, Sir Winston Churchill. The Cognac flavouring supposedly reflected the war leader’s fondness for fine brandy.
Until last year it was sold in 500ml cans and boasted a strength of 9%. Even after cutting back to 440ml cans and a strength of 7%, each can contains four units, more than a quarter of the recommended weekly limit.
Laura Blumenthal – a spokeswoman for Waitrose – said: “We offer brief tasting notes for all the beers we sell.”