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I'm thinking it has to be a bit like that stuff with the traffic lights on it that was painted on my finger nails as a kid to stop me biting them.

Somebody more knowledgeable needs to weigh in with the science, but I've heard that IBUs are a loose measure at best, and that the palate can't detect above 90 or so anyway...

perception and the presence are different things. This is lab measured IBUs, with a spectrometer.

"marceldesailly":xp0l33n1 wrote: This is lab measured IBUs, with a spectrometer.[/quote:xp0l33n1]

Gas chromatography-mass spectrometry I hope <!-- s:wink: --><img src="{SMILIES_PATH}/icon_wink.gif" alt="" title="Wink" /><!-- s:wink: -->

It is still gonna taste pretty awful.

I don't think that taste really comes into it. The sole reason for this beer existing is for marketing purposes. When the creator (owner of the brewery) says [i:10e6kfs3]''To be honest, I can only drink it in halves. To finish an evening, it is fine, but the taste lasts with me for four hours at a time.''[/i:10e6kfs3] you can tell it's not really for drinking.

Look at Brewdog, I've never had one of their beers but I'm quite aware of them despite their relatively small size.

It's the same thing as fashion designers making those ridiculous creations for the catwalk, nobody is gonna were them in real life but the creations will make it into most fashion mags and thereby increase the profile of the brand.