I was thinking back to when my love affair began ... with bars, taverns and watering holes. It was before I began traveling, so these were the local spots -- some of them dives, others with slightly more dignified pretensions.
Seeing as I was just south of 21 when it started, pretty much all the patrons were older than me, and it seems that when it came to the old men, who in retrospect probably meant anyone older than 40, most of them were drinking traditional manly, old-man beers like Pabst, Sterling and Miller High Life.
At some point shortly thereafter, when I was in my mid-twenties, I became aware that almost all of them had switched to Lite, Bud Light and even Old Milwaukee Light. Price seemingly wasn’t the issue; if anything, they’d traded up and were paying more to cover the cost of Miller’s and Bud's television ads.
After long consideration, I concluded that a lifetime of Sterling and City finally had gotten to them, and when they realized that light beer was socially acceptable to their peers, under the rationalization that it was less filling, thus enabling them to drink even more beer than ever before, they fled their traditional brands as fast as their terminally damaged taste buds would carry them. Better the nothingness of wet air than something terminally foul ... and you could hear the sighs of relief in air-conditioned lounges and softball fields all across the nation.
It pleases me that local brands like City and Sterling are back, in altered form; in short, drinkable. The Pabst renaissance over the past two decades as yet puzzles me. It tastes nothing like the Pabst I remember. In fact, it tastes like nothing at all.
Wait, I forget; that's the point, isn't it?
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