How controversial! 
I don't mind it too much - at £32 a bottle, only someone planning on savouring it properly will surely buy it. If anyone decides that they want something strong to get them drunk then they'll buy some Absinthe or something.
Good marketing ploy I think by the company though as it's made their brand better known to the public, so they might sell some of their "normal" beer from this (I assume they have some of that in stock as well!)
Why put off today what you can put off tomorrow.....