The above is how began a press release I received yesterday. Actually, I suppose it really began with the headline, one which read: “Calling All Beer Connoisseurs…”
It was about the imminent arrival to a local pair of beer-themed restaurants of a new and limited-availability Belgian draught beer, the aforementioned “most famous and most popular” in all of Belgium.
Its name? Jupiler.
For those unfamiliar with Jupiler, it is indeed the best-selling beer in Belgium, but that doesn’t mean it has anything going for it. Hell, the best-selling beer in the US is Bud Light, and I don’t see “beer connoisseurs” clamoring for that one as if it were some special release of Dark Lord or Pliny the freaking Younger. Best-selling beer in Britain? Carling! (It is still Carling, isn’t it? Confirmation, please, my British friends.) Best-selling weissbier in Germany? The utterly underwhelming Erdinger. Etc.
I’ve never made notes on Jupiler, but I have tried it. It’s as dull and boring as any mass-produced lager, aiming to not enchant with flavour, but flow quickly down the throat as coldly and inoffensively as possible. You want a review? Check out Non-Snob Beer Reviews.
Even so, there are hundreds of thousands of people living or working in the downtown core of Toronto who know only that Belgium is a country associated with beer. For them, the promise that Jupiler is big in Belgium will be read as a glowing endorsement. And as familiar as they are with bud and Coors Light and Molson Canadian — now available in a low-cal “Sublime” lemon and lime flavoured version! — they will probably gulp it back at $7.52 a glass and think they’re drinking something special.
More’s the pity!
3 Replies to ““The Most Famous and Most Popular Beer in Belgium…””
Heh. AB-InBev gets to pull the wool over the “bright” young things’ eyes yet again, after already getting the ball rolling with Stella Artois. Yes, now lucky drinkers will get the best-selling mass-market mediocrities from at least *two* countries – all made by beer factories owned by the same global megabrewing corporation. I feel especially honoured already. Don’t you?
hey, that’s still a lot better than the tagline they use in Belgium : “les hommes savent pourquoi” ! :oD