It is now!
A controversial Scottish brewery has said it has reclaimed the title of the world's strongest beer from German rivals - with Sink the Bismarck at 41%.
BrewDog, of Fraserburgh, made headlines last year when it unveiled a 32% beer called Tactical Nuclear Penguin.
However, Schorschbrau released the 40% strength Schorschbock.
BrewDog said its newly released 41%, Sink the Bismarck, would cost £40 for a 330ml bottle and would only be sold online.
Alcohol Focus Scotland had previously expressed concerns about BrewDog's approach.
It is important that you be careful with this beer and show it the same amount of sceptical, tentative respect you would show an international chess superstar, clown or gypsy
Alcohol Focus Scotland chief executive Jack Law said: "Over the past few months BrewDog have continued to produce stronger and stronger beers.
"By commenting on this irresponsible brewing practice we only serve to add to their marketing and therefore we have no further comment to make."
But BrewDog's managing director James Watt said the company was doing all it could to promote a new and responsible approach to beer drinking.
He added: "Beer has a terrible reputation in Britain, it's ignorant to assume that a beer can't be enjoyed responsibly like a nice dram or a glass of fine wine. A beer like Sink the Bismarck should be enjoyed in spirit sized measures.
"It is important that you be careful with this beer and show it the same amount of sceptical, tentative respect you would show an international chess superstar, clown or gypsy."
BrewDog was previously branded irresponsible for an 18.2% beer called Tokyo, which it then followed with a low alcohol beer called Nanny State, then Tactical Nuclear Penguin.