markets a beer as the bitterest in the world!
I'm sorry but YAWN! It's all very well saying that this beer is the most bitter in the world but perceptually you're never going to know it.
Realistically it's actually the ratio of bittering units to ABV (or OG depending on your technical bent) that's the player in how bitter a beer is percevied i.e. tastes - for example a standard British bitter of 4.2%ABV might technically have around 40IBUS but you could then put exactly the same IBUS in a barley wine and you'd barely register any bitterness.
Besides, I'm pretty sure that it's generally accepted that once you get above 60IBUs it's irrelevant anyway because all you taste is bitter itself, you can't discern different levels - I can't find my notes on the sensory training I did right now but will dig them out for verification, if anyone knows better please do contradict me.
Sorry to sound like a misery guts, particularly because I like other PitStop beers that I've tried and the owner seems like a stand-up guy.
It's just that I panic a bit when I see this kind of thing because it makes me worry that we're going to start getting into a ridiculous arms-style race around how many IBUs brewers can pack into beer because a)we're going to see a lot of the new generation of real ale fans flocking back to bog-standard lager because it will alienate too many of them and b) I'll get stuck drinking them all the time and be miserable!!