Royal Wedding Beer a Stiff Drink

It has Viagra in it!

Headshot of Emma Bazilian

Apparently the newest crown jewels are little blue diamonds. To commemorate the Royal Wedding this Friday, the British brewery BrewDog has produced a Viagra-laced pale ale called “Royal Virility Performance.”

Three bottles of the ale are supposed to contain the equivalent of one dose of the sexual performance-enhancing drug. The brew also contains aphrodisiacs like “Horny Goat Weed” (an herbaceous flowering plant) and chocolate.

To differentiate its product from the other wedding-themed beers pouring into the market (yes, there are others, including Adnams Royal Wedding Ale and Castle Rock Brewery’s “Kiss Me Kate”), BrewDog is cheekily pitching it as a something that will “undermine those special edition beers and other assorted seaside tat, whilst at the same time actually give the happy couple something extra on their big day.”

Indeed, retailers have been bombarding the British public with Will & Kate-themed merchandise, sales of which could top $42 million in the U.K., according to analysts. The Lord Chamberlain’s Office has issued guidelines for all wedding swag, stating that souvenirs must be “in good taste” to qualify for the privilege of using royal images—but not everyone seems to be complying: The happy couple’s likeness has recently graced everything from refrigerators to condoms.

@adweekemma Emma Bazilian is Adweek's features editor.