OHIM – Beer ice, the innovation of the century!

It struck me, at first, as either too early or too late since I could swear this was by far the best April fool’s joke EVER. An EPIC April fool’s joke – awesome! Alas, it turned out to be all but a joke: this is serious business, and it was all over the (Dutch) news: ‘An ice-lolly you can toast with!’ With the century not even gone for more than twenty percent, I bet things won’t get more innovative – but PLEASE, let it be a joke!

For those who missed the news, here’s some highlights from the press release. Be sure to brace yourself:

  • Brewer Bavaria releases an ice-lolly version of its Radler: Bavaria Radler Ice Lemon 2.0%.
  • The brewer from Dutch Brabants thus is the first with ‘beer on a stick’.
  • The ice-lolly has 2% ABV.
  • Thanks to the addition of a natural fibre, the alcohol and CO2 are kept inside the ice-cream, ensuring the ‘real taste’ of Bavaria Radler Lemon 2.0%.
  • The idea was spawned in an internal innovation program.
  • By means of a wink to the recently introduced Bavaria-campaign slogan ‘Welcome to the Family’, they’ll run ‘Welcome to the cold side of the Family’ for this introduction.

This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Which brewer takes his beer so not seriously so as to freeze it, particularly since we’re not Eisbocking here?

 This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Which brewer adds the latest fibre technology to his beer, puts it on a stick, then wraps it in a plastic paper wrapper?

 This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Which brewer dares to release, in times where we are all trying to minimize alcohol abuse, a ‘beer ice-lolly with alcohol’ to the market?

 This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Which brewer dares to promote and sell, in times where we are all trying to minimize alcohol abuse, a ‘beer ice-lolly with alcohol’ via the deep freeze shelves of the supermarket?

 This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Which brewer is crazy enough to release a 2% ABV beer ice-lolly, while we are asking teenagers to abstain from alcohol until they’re 18 years old? Is that okay then? NIX18: you cannot drink, cannot smoke, cannot sniff, inject or swallow any intoxicating substance – but licking a Radler Ice Lemon on a stick is okay?! This hàs to be a joke, and a terribly bad one, taking into account it is nowhere near April fool’s? Please? Anybody?

 Alas, it is not a joke, it is serious business. Deeper than this, the beer industry cannot sink.

Blogger’s note: since I once went too far, blogging on an equally obnoxiously stupid ‘crime against beer’, you will have to do without in this blog of obvious jokes, puns or wordplay connect to:

  • The cold side of the family
  • The cold side (as such)
  • The expression ‘to make something (someone) cold’
  • Questions relating to whether or not you’d want these people to be your family at all
  • Subcooled humor, both generically as well as specifically
2 Comments
  • Bryan B
    July 3, 2017

    Sorry, but I shall do my best to find one when I’m in NL later this month. Will it be accepted for listing on Ratebeer, d’you think? It should be OK for Untappd – it’s just Radler in a different “serving style”. (-:

    • Rick Kempen
      July 3, 2017

      Yes Bryan – as weird as it is, I am sure Untappd would be thrilled to accept this. Not just as a seperate serving style, but likely as a new style too. I will propose ‘Beer on a Stick – Dutch’ as a new entry to our fantastic ‘wheel of styles’!

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