This, gentle readers, is a beer glass. Goddamn ugly, isn’t it? It was designed by the Beer Pilgrim, that spokesman for Lion who pretends to know something about beer. He created this monstrosity to tie in with International Beer Day, and chose to combine the styles of a range of beer glasses from all over the world.
Yeah, he took ideas from various beer glasses that already worked and smooshed them altogether into a design that is really, really ugly. And functionally faulty. For instance, did you notice that this is actually two glasses? Yep, there’s the one with the lid, which is shown right-side up in the photo. But on the bottom is a small tumbler style glass, which I assume you access by turning the glass over. Which surely means that lid on the big glass must just hang down, looking unsightly and making it quite difficult to put the glass on a table.
It looks more like something you would drink an iced coffee out of on a Saturday morning than a beer on Saturday night. Really, it’s an unsightly mess that further solidifies my opinion that the Beer Pilgrim really doesn’t know much about beer at all.
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Unlike some beer geeks, I like the concept of the Beer Pilgrim. I think having some guy appearing on TV and in newspapers spraining about beer that is a step up from Tooheys Extra Dry is a good thing. As is talking about things like the glassware used in different countries. Also, I like that the Beer Pilgrim will plug beers and breweries that aren’t owned by Lion.
Part of my issue is with the casting. In the contest run to pick the Beer Pilgrim, the entry criteria was heavily weighted towards being able to operate a camera, edit footage and turn it into a movie. Knowing about beer was less important – and that shows with the guy they’ve chosen time and time again.
The other issue is the marketing people pushing things too far. And this awful glass is an example of that. They could have made a video of the Beer Pilgrim talking about beer glasses from all over the world and left it there. Instead, they went too far and had him going through this facade of making a beer glass. It’s much like the First Fleet beer Lion did for Australia Day. The initial idea – brew a porter, the first beer drunk on Australian soil, and have it available only on Australia Day – was a cracker. But they pushed it too far and and the Beer Pilgrim go on a charade of a research trip to discover which beer was the first, even though the powers that be at Lion already knew all that.
It will be interesting to see if the Beer Pilgrim glass ever goes on sale. I’m going to guess not, because then the substantial flaws it has will become very apparent.
Categories: beer business