The Beer That Made
Milwaukee Famous is Back!
Discrimination Against  
Irish Beer Drinkers
When it comes to drinking, the Irish
government seems to trust citizens
who like wine far more than those
who prefer beer and spirits. In an
effort to clamp down on rising
drink-fuelled anti-social behaviour the
government has proposed in its
Intoxicating Liquor Act 2008 that
there should be a ban on beers and
whiskies being on open display in
small to medium-sized shops. Yet an
amendment to the act would allow
customers to browse freely around
displays of wine.

The Irish Brewers Association (IBA)
has accused the Department of
Justice of discriminating against beer
drinkers. The IBA is considering a
legal challenge, saying  'It's grossly
unfair to suggest that Irish wine
drinkers are more responsible than
beer or spirits drinkers,' said Stephen
Lynam, IBA's executive.  The aim of
the proposed changes is to curb  
alcohol-related violence. In Dublin,
hospitals have reported that up to 25
per cent of admissions to  emergency
departments are caused by drinking.
Schlitz, that beer with the old-time mystique is back on
shelves in bottles of its original formula in the city where it
was first brewed more than a century and a half ago,
Milwaukee.  Schlitz was the top-selling beer in the US for
much of the first half of the 20th century but recipe
changes and a series of mistakes made the beer nearly
undrinkable, turning what was once the most popular brew
into little more than a joke. But after decades of dormancy,
the beer is back.

Schlitz's owner, Pabst Brewing Co., is re-creating the old
formula, using notes and interviews with old brewmasters to
concoct the pilsner again. The maker of another nostalgic
favorite, Pabst Blue Ribbon, it hopes Baby Boomers will
reach for the drink of their youth, otherwise known as "the
beer that made Milwaukee famous." They also want to
create a following among younger drinkers who want to
know what grandma and grandpa drank. "We believe that
Schlitz is one of the most iconic brands of the 20th
century," said Kevin Kotecki, president of Pabst Brewing
Co. of Woodridge, Ill., which bought the brand from Stroh's
in 1999.  "And there's still a lot of people who have very
positive, residual memories about their experience. For
many of them it was the first beer they drank."

In Milwaukee, the comeback is creating a buzz. Stores are
depleted of their stock within days, they're taking names for
waiting lists and limiting customers to just a few six- or
12-packs each.
Teens and Beer-   The National Center on Addiction and Substance Abuse at
Columbia University in New York recently released a report that found that it was
actually now easier for teens to get prescription drugs, than it is for them to get beer.
Another major concern is that of the teens who did drink, 30% stated that they
chose hard liquor over beer.

Cobra International - Lord Karan Billimoria is attempting to convert his
popular Indian brand "Cobra" into a "world beer" with the help of Diageo, the world's
biggest alcoholic drinks company and owner of Guinness, Red Stripe, and Johnnie
Walker whiskey.  Billimoria is selling a 30 percent stake of Cobra to Diageo, to advance
its global distribution as a selling partner with Guinness.

World Record Bartending-    A Belgium pub owner poured beer for 48
consecutive hours to celebrating the bar's 15th anniversary.  This made a new record
for "uninterrupted customer support" officially recognized by Guinness World Records.
Previous achievement for non-stop service was 24 hours. During the process, the
barmen are allowed five-minute breaks every hour.
Loud Music = More Beer

If you're ever worried that you've had one too many drinks after a
night of bar-hopping, you might want to ask yourself: Are my ears
ringing? It turns out that when the music gets loud, we tend to
drain our mug of brew faster. That’s according to a study to be
published in the journal Alcoholism: Clinical and
Experimental Research.

Researchers staked out two bars in the west of France and
observed drinking habits of 40 patrons. With permission from
bartenders, the scientists pumped up the volume of a Top 40
station from 72 to 88 pounding decibels. In this earsplitting din of
pop-music, patrons drank more in less time. While it's been known
that music played in the mall can influence consumer behavior, this
study is the first to take that theory to the bar scene.

The researchers speculate that loud music may energize and excite
ddrinkers, making them more likely to binge. Or, they say, perhaps
it was just too loud to talk, so people focused instead on their pint-
sized companions. Either way, if you're trying to cut back on your
beer, might we suggest an earplug chaser?


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