Hip Hops: Liteweights ascendent, or the Empire of the Wet Air (1975 – 2024)

Hip Hops: Liteweights ascendent, or the Empire of the Wet Air (1975 – 2024)

When I was a child, I spoke as a child, I understood as a child, I thought as a child; but when I became a man, I put away childish things.
— 1 Corinthians 13:11-12

American light, low-calorie lager, which for all intents and purposes dates to the early 1970s, is one of the all-time greatest examples of pure marketing innovation, although as a style of beer, it is defined primarily by a series of negations: Little or no color, aroma, mouth feel, flavor or substance of any sort.

Consequently, the best imaginable name for an American light, low-calorie lager would be Wet Air*, which somehow has yet to be used commercially.

I’ve no idea why. Maybe AB-InBev holds a preemptive trademark.

Not only that, but almost always the alcohol content of a mass-market light lager is lower per unit, enabling consumers to drink more cans of Silver Bullet at a sitting, handily defeating any potential health benefits because they’re able to ingest more calories in aggregate than would have been accumulated from downing fewer cans of regular strength Coors Banquet.

American capitalism dearly loves the ol’ bait ‘n’ switch, and accordingly, the genre of light, low-calorie lager continues to be our national facsimile of choice,...Read more