Poncey Beers
This has go to stop ..
You see, the thing about beer is this: we all know it's uncool, makes you fat, belch and smell. The nearest it gets to cool is that Homer Simpson loves it and drinks it to excess. It's not a designer drink, it's not a style icon (like the iPod, below). It's uncool.
In the 90's, it was bad enough when they invented the Ice range of beers, to somehow make beer seem a bit more "yoof". It meant that spotty lads could drink designer bottles, at 150% the price of a pint, and not feel too disconnected from their ladeez, who were supping Alco-pops, also at ridiculous prices.
Fortunately, these beers declined, and there has been a resurgence in regular beers, with real ale regaining popularity.
It was surely only a matter of time before the large brewers sought another means of earning massive margins, and here it is:
  | "beermaker Anheuser-Busch Cos. is launching a new "brew" to go head-to-head with classic mixed drinks - traditional suds spiked with caffeine, fruit flavoring, herbal guarana and ginseng. The world's largest brewer's nationwide rollout this week of B-to-the-E - the "B" standing for beer, the "E" for something "extra" and shown as an exponent of B - came as beermakers look to piggyback strides liquor companies have made in luring .... active 21- to 27-year-old experimenters looking for new tastes and options." |
We need to reclaim beer as the drink of the great unwashed, in the domain of the masses, who are not interested in being cool. This has got to stop.