Apparently the hunt for the next big thing in beer - you know, like "sustainable" or "heritage" or "retro cheap ass" - still includes those who think luxury for the sake of inducing mere expenditure is the way to go. And today we look to the Australians for the next example of vendors who think making you have a snob moment is a great way to get you to part with your money:
Foster’s has recently created Crown Ambassador Reserve lager to kick-start their push into the "luxury" category, according to AAP. The lager, which will be released as a limited edition of 5000, will retail at a price of $60. The issue with creating such a beer, though, is how to market it considering that it is markedly more expensive than the other options available. Foster’s solution in this case is to provide the drink in a champagne bottle - rather appropriate given the cost of the beer is more equivalent to that of a bottle of Moet & Chandon.So...by sticking something by Fosters in a champagne bottle, it's worth the cost of champagne. Brilliant. According to the picture it also has a box with some writing. While only 15% of the utter idiocy of Carlsberg's utter fool plan announced last January, at 60 bucks it's still just silly. They even sent one to the Queen, though I have my Weetabix to satisfy all my "eat like the Royal family" moments.
No word I can find yet on how it actually tastes: no, not the bottle or the box - the beer. Not even these BAers in Oz know, though they are less than complimentary on the other beers in the "Crown" brand lineup.