I stumbled across an ad last night for the newest in a long string of half-assed industrial beers aimed squarely at the 21-year-old set: Miller Chill. (Which is charitable; many high school parties will no doubt feature half racks of Chill.) It follows in the long line of alcohol products for people who don't like beer--wine coolers, alcopops, Zima, etc. Although the non-malt beer substitutes irritate me, not so much as when a venerable old brewery like Miller succumbs to a purely commercial faux beer like Chill. Witness the new ad:
Ad copy:Uggh. What an embarrassment.
Introducing and unexpected new twist on cerveza: Miller Chill, the refreshing light beer brewed with a hint of lime and salt. Inspired by a Mexican recipe. It's beerveza, brewed for a new level of refreshment.