Ouch

In the current issue of Wired, Brook Wilkinson makes three observations about some of the kooky things beer producers say in order to help market their beer.

For example, Miller Lite's decision to trumpet its status as a "triple hops brewed" beer is no big deal. According to Wilkinson: "Three doses of hops is fairly standard."

And Wilkinson really bitch-slapped Coors Light for identifying its "optimal drinking temperature" as 39 degrees F. or colder. Wilkinson writes that "beer loses flavor at that temp . . . and your tongue's ability to taste bitterness is diminished. Luckily, with Coors that makes little difference."