Friday, June 5, 2009

Ad nausea (or ad nauseum, take your pick)

Stupid things the mega brewers say via Madison Avenue (for some reason this annoys us now more than ever):

• Triple-hopped Miller Lite ...
It’s funny when the megas try to woo the mainstream with explanations of the brewing process and build an ad campaign around something as basic as ending a sentence with a period. As we know, a lot of beers – too many to count – get hops thrice: for bittering, flavor and aroma, and that doesn’t include dry-hopping. Watching their spot, you’d think Miller Lite pioneered this as a brewing technique. That is, if your mind is no more discriminating than a palate suited for Miller Lite. Beer enthusiasts on the Web have slaughtered this campaign, mocking it far and wide. And for good reason: For having three hop schedules, you’d never know bland Miller Lite has any hops at all.

• Bud Light, drinkability …
Philly's Don “Joe Sixpack” Russell had this interesting piece on "drinkability." But here's our take on it: Before Bud Light appropriated the word for use in commercials that look like they were cast with extras from Office Space, "drinkability" was tossed around by people who chose any other beer except a flavorless one like Bud Light. Now, thanks to BL’s ongoing campaign, "drinkability" is irretrievably tied to a cheap, nondescript beer from the AB-InBev portfolio. Hey Bud, here are some words you should consider: blather, twaddle and folderol.

• Coors Light ... When the mountains turn blue, it’s cold.
And if you follow the velvet rope inside the bank, you’ll reach the teller window. The mountains may turn blue and the beer may be cold, but it’s still flavorless Coors Light. Some score that is. Say, wasn’t Coors the brewer that misspelled arctic on its labels, cartons and merchandise tie-ins in the mid-1990s, as in Coors Artic Ice? Blue mountains, artic ice … Coors is still brewing up stupid.

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