Beer tattoo discount was enough to drive me to ink

A BEER drinker has earned a lifetime's discount on his favourite tipple after becoming the first fanatic to have its logo controversially tattooed on his body.

• Robert Hanson shows off the distinctive logo on his leg at the new BrewDog pub in the Cowgate

Robert Hanson, 20, volunteered his calf for the unusual branding to earn 20 per cent off rounds of BrewDog for the rest of his life.

The black ink design will be redeemable at a new BrewDog pub which officially opened in the former Chasers Bar unit in the Cowgate today.

But news of the cut-rate tattoo promotion has been condemned by alcohol support groups who fear it could lead to excessive drinking.

Mr Hanson, a product design student from North Berwick, said he had "no regrets" about agreeing to have the everlasting discount symbol etched on to his skin and claims his mum now wants one.

He said: "I was thinking I would quite fancy a tattoo and was wondering what I should get. I had a BrewDog poster on the wall of my room and really liked the logo so made a pretty quick decision to get that. I think it's a pretty awesome design.

"I didn't get it done for the discount, that was just a perk.

"It cost nearly 100 but it's worth it.

"My mates think it's a pretty funny thing to do and that I'm some kind of obsessive, but I reckon they're all just jealous.

"My parents are probably just as obsessed with BrewDog as I am. The first thing my mum said when I told her about the tattoo was 'I might get one of those myself'. My parents are real ale drinkers and helped me to appreciate beer."

Dr Evelyn Gillan, chief executive of Alcohol Focus Scotland, a national charity working to reduce the harm caused by booze, warned against marketing ploys that could encourage binge drinking.

"The pub trade is suffering significantly from the impact of cheap supermarket alcohol," she said.

"Whilst we would want to see well-run pubs staying in business, we don't support promotions that encourage people to drink excessively and indeed the Licensing (Scotland) Act 2005 specifically prohibits this."

James Watt, co-founder of BrewDog, said: "We love passionate beer fans and we want to recognise the commitment and support of our biggest supporters.

"A tattoo is something people take very seriously and it's a massive compliment if anyone chooses to show their support for the craft beer revolution with theirs. But, just like BrewDog, a tattoo is for life, not just for discounts."

He added: "Our mission is to make people as passionate about beer as we are and our success proves there is a growing revolt against not only dreary, mass-produced mainstream lagers, but also the faceless and mundane bars that peddle them.

"People are looking for more than the fizzy, yellow lagers on offer in most pubs and BrewDog Edinburgh will establish another stronghold for the craft beer revolution that is sweeping the nation."