|Photo Credit: http://gizmodo.com|
This might just be the greatest innovation in the beer industry since the beer barrel...
When I see something like this, I am reminded of a quote from the popular comedy Dumb and Dumber which goes: 'Just when I thought you couldn't possibly get any dumber, you go and do something like this.' The rest of the quote deals with redemption, which I will not allow with this asinine concoction. In fact, I'd like to redeem an opportunity to kick the person who 'invented' this right in the shin.
Seriously, WTF? Just awhile ago, Bud Light came out with their amazing Bud Light Lime-a-Rita, a combination of an already horrible beverage and refined flavored sugar. I thought that was low, but this has taken idiocracy to a new level. Who, in their right mind, would ever spend money on powdered beer? I can understand buying pre-made powdered 'just add water' mixes like pancake mix or mashed potatoes. These products give a convenience to people that don't have time to make it themselves from scratch. Guess what, you already have that luxury with beer though...they're called brewers. Yes, brewers make the beer and package it for you, ready to drink. They even package the beer in cans, allowing you to conveniently take the beer to outdoor locations. Fascinating!
Brewers should take offense to this product. Condensing thousands of years of history, cultural significance and brewing philosophies down to a powdered form is an absolute ridiculous notion of simplicity, when the beverage of masses is actually far from.
Support Your Local Brewers...not powders. Cheers!