Have a look at this article in the on-line version of UK paper The Independent about a sex crime crack-down in Russia. This is the headline: Kremlin acts to stem tide of porn, beer and thong ads. The article, however, is really about the movement to address sexual morality in Moscow. Beer is thrown in as an after-thought near the end, a co-incidental campaign reported here last fall.
Message: if you want to grab the attention of a newpaper reader, add "beer" to the headline.