# Heavy Duty Booze Koelschip's 120 Proof Beer Contains More Alcohol than Most Liquors By Josh Milenthal | Published 2010-08-17 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/120-proof-beer References: [beer-universe](http://www.beer-universe.com/beer-education-article/2010-08-02/120-Proof-Beer-The-Strongest-Beer-in-the-World-For-Now/) & [brouwerijhetkoelschip.nl](http://www.brouwerijhetkoelschip.nl/cms/index.php?option=com_content&view=article&id=56&Itemid=58) Beer brewing company Koelschip recently produced the world's strongest beer. Named 'Start the Future,' the 120 proof beer is apparently a response to the ex-strongest beer, "The End of History," which was released only a week before Koelschip's beverage. The 120 proof beer is extreme, and can't really be called a beer, in my opinion. To put this in perspective, most alcohol you will by like [vodka, whisky or rum](https://www.trendhunter.com/trends/buffalo-trace-experimental-collection-26) is only 80 proof. A 120 proof beer is hitting a milestone that was thought unreachable only months ago. One thing that 'The End of History' has on 'Start the Future,' though, is the taxidermist bottling. ## Trend Insights (Trend Hunter) - Score: 1.6/10 - Popularity: 28% | Activity: 12% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### What's Driving This Trend - **Excessive Alcohol Content:** Opportunities for innovation in the development of more potent beer products that aim to exceed current market expectations - **Innovative Brewing Techniques:** Opportunities for innovation in the development of new processing techniques to produce beer with higher alcohol content - **Novel Packaging Options:** Opportunities for innovation in the development of unique and eye-catching packaging arrangements to attract consumers interested in extreme alcoholic beverages ### Who This Affects Most - **Alcohol Beverage:** Opportunities for innovation in the production of high alcohol content beer that would attract consumers who lean towards stronger drinks - **Brewing:** Opportunities for innovation in the development of new brewing techniques to facilitate the production of high alcohol content beer - **Packaging:** Opportunities for innovation in the design and development of unique packaging options to grab consumers' attention in the alcoholic beverage industry ## Related on Trend Hunter - [Barrel-Aged Imperial IPAs](https://www.trendhunter.com/trends/barrelaged-imperial-ipa.md) - [High-Proof Blanco Tequilas](https://www.trendhunter.com/trends/lalo-tequila-limited-edition-high-proof.md) - [Colossal Strong Ales](https://www.trendhunter.com/trends/strong-ale.md) - [Barrel-Aged Imperial Stouts](https://www.trendhunter.com/trends/barrelaged-imperial-stouts.md) - [High-Quality Vodkas](https://www.trendhunter.com/trends/highquality-vodka.md) - [High-ABV Iced Teas](https://www.trendhunter.com/trends/xpress-harder-iced-tea.md) - [Malt Alcohol Beverages](https://www.trendhunter.com/trends/the-beast-unleashed.md) - [Small-Batch High-Proof Whiskeys](https://www.trendhunter.com/trends/coy-hill-high-proof.md) - [High-Strength Grain Spirits](https://www.trendhunter.com/trends/quarter-proof.md)