Stop us if you’ve heard this one before: A brand pokes fun at Donald Trump’s oft-repeated plan to build a “big, fat, beautiful wall” on the border between the United States and Mexico. Several weeks later, another brand takes a turn exploiting this very low-hanging fruit. Rinse and repeat.
Depending on the day of the week, the wall in question may be 18 or 55 feet tall. It may include solar panels. And the government of Mexico may or may not pay for it, though this week’s transcripts of a conversation between Trump and President Enrique Peña Nieto make fairly clear that he understands his total lack of leverage regarding the latter proposal.
This week, Scotland-based brewery and pub chain BrewDog became the latest to weigh in on this incredibly serious topic via a stunt called “The Bar on the Edge.” According to a suspicious press release bearing the tagline “Make Beer, Not Walls,” said outpost will straddle the border between Chihuahua, Mexico and an unspecified, “top secret” town in Southern Texas. The international border will become a literal dotted line stretching across the middle of the bar and into the outdoor seating area, with Mexican beers served on the U.S. side and American beers on the Mexican side.
Leave no stone unturned, as they say…
It’s all part of the company’s plans to “expand to the ‘farthest reaches’ of the United States” while making a convenient “physical statement about collaboration and inclusivity” in its ultimate quest for world domination. BrewDog will promote the stunt with an event at its Columbus, Ohio taproom this weekend.
“We will request official permission from the local authorities to put it there and adhere to any red tape stuff, but I guess it would make it more difficult to build a wall if there’s a BrewDog bar in the way. We’re planning on putting the bar there anyway until someone tells us to move it,” said company co-founder James Watt.
For the record, this mysterious building so far only exists as a Photoshop image.
Watt added, “Beer is a universal language and has a heritage and legacy that far outdates the creation of most nation states”—and given that the earliest evidence of human beer consumption is nearly 4,000 years old, we have to agree.