Oh dear. This image was just posted on Twitter by Robert Marshall. It’s from Tesco. I’ll repeat the words again purely because I can’t understand how something this poor could make it onto the shelf of Tesco, Britain’s biggest retailer:
Fuller Flavoured Lagers carefully selected for their complex fuller flavours from a variety of different hops which deliver a smooth creamy taste
That’s copied verbatim (I talked about spelling, punctuation and grammar a few weeks ago, so I won’t go there again, but I can only guess it was written by someone with a reading age of seven). As you can see above, it also contains two very well-known lagers – Sierra Nevada Pale Ale (the clue’s in the name on that one) and Innis & Gunn.
Also this weekend is a piece in the Guardian which talks about the new beers on the Tesco shelves and explains how US craft lagers are cashing in. The lagers they are talking about? Blue Moon, Goose Island IPA, Sierra Nevada Pale Ale and Brooklyn Lager.
I went to Tesco yesterday just to buy Goose Island IPA. Good on them for increasing their beer selection and trying to tell people about it, but this sort of thing does serious beer understanding and appreciation no favours. My guess is that Tesco want people to think that these new beers are lagers (sexy, cool and what most of their customers buy) and not ales (not sexy, not cool and not what most of their customers buy), but that’s just ridiculous.
Surely Tesco can do better than this? I'd just like to know what 'smooth creamy taste' is coming from the hops...