Tuesday, April 05, 2005

And you thought they'd stop at Stella

ImBev's on the offensive. Just in time for baseball, bbq season, and misguided Cinco de Mayo parties, they're bringing us - the US beer consumer - a Brazilian bevvy with a Hindu name.

They know what you're all thinking. You're thinking, "Hey bro, Stella Artois is nice, and all my hipster bebop dancepunk buddies drink it when they finish their week at the graphic design firm, but it has that awful, lingering beery aftertaste." You're thinking (and AB knows this, too, so if you're all anti-Euro you can just get yourself a Bud Select, cowboy) that you want a beer that finally doesn't taste like beer.
In its defense, it seems like the "no aftertaste" tagline seems like an afterthought to Brahma's rollout in North America, in response by the overwhelming push by domestic megabrewers for market share in a country whose taste (take #1 import Corona as the benchmark) is running to the lighter side. Folks who've tasted it in its North American guise seem to think it's a fair brew, quoting an interesting aroma of tea and herbs, and a distinct graininess in the flavor.
Even former #1 import Heineken is striking back with its own take on the trend. Is it backlash against beers that simply don't taste all that great? Should we be afraid that folks in this country want drinks that don't taste like anything at all?


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