Monday’s ad is for Carling Black Label, from 1948. The ad is in French for the Canadian market and boasts that Carling is Canada’s most popular lager. But there’s no translation for “Mabel, Black Label!” But I’m still not sure why they’re playing tic-tac-toe on the tablecloth.
Archives for April 22, 2013
Today is the 29+16th birthday of Amy Dalton. Amy is the Advertising Manager for All About Beer magazine. As evidenced by the fact that none of the photos below feature Amy alone, she’s a consummate people person. A veteran of the newspaper industry, she’s been selling ads to the beer world now for years and, hopefully, has grown to appreciate the quirks and oddities of most of us in the beer community. Join me in wishing Amy a very happy birthday.
All About Beer publishers Daniel Bradford and Julie Johnson Bradford with Amy at the 2007 Craft Brewers Conference in Austin, Texas.
An interesting study recently conducted at the Indiana University School of Medicine shows a preliminary result that “[t]he taste of beer, without any effect from alcohol itself, can trigger dopamine release in the brain, which is associated with drinking and other drugs of abuse.”
The study itself, Beer Flavor Provokes Striatal Dopamine Release in Male Drinkers: Mediation by Family History of Alcoholism was published last week in the journal Neuropsychopharmacology. From the press release:
Using positron emission tomography (PET), the researchers tested 49 men with two scans, one in which they tasted beer, and the second in which they tasted Gatorade, looking for evidence of increased levels of dopamine, a brain neurotransmitter long associated with alcohol and other drugs of abuse. The scans showed significantly more dopamine activity following the taste of beer than the sports drink. Moreover, the effect was significantly greater among participants with a family history of alcoholism.
“We believe this is the first experiment in humans to show that the taste of an alcoholic drink alone, without any intoxicating effect from the alcohol, can elicit this dopamine activity in the brain’s reward centers,” said David A. Kareken, Ph.D., professor of neurology at the IU School of Medicine and the deputy director of the Indiana Alcohol Research Center.
The stronger effect in participants with close alcoholic relatives suggests that the release of dopamine in response to such alcohol-related cues may be an inherited risk factor for alcoholism, said Dr. Kareken.
Research for several decades has linked dopamine to the consumption of various drugs of abuse, although researchers have differing interpretations of the neurotransmitter’s role. Sensory cues that are closely associated with drug intoxication (ranging from tastes and smells to the sight of a tavern) have long been known to spark cravings and induce treatment relapse in recovering alcoholics. Many neuroscientists believe that dopamine plays a critical role in such cravings.
The study participants received a very small amount of their preferred beer — 15 milliliters — over a 15-minute time period, enabling them to taste the beer without resulting in any detectable blood alcohol level or intoxicating effect.
Using a PET scanning compound that targets dopamine receptors in the brain, the researchers were able to assess changes in dopamine levels occurring after the participants tasted the liquids.
In addition to the PET scan results, participants reported an increased beer craving after tasting beer, without similar responses after tasting the sports drink — even though many thought the Gatorade actually tasted better, said Brandon G. Oberlin, Ph.D., post-doctoral fellow and first author of the paper.
With the study only using a cohort of under fifty people, the results will probably not settle the question, and the UK Guardian’s science writer takes issue with it in Beer, dopamine and brain scans make an intoxicating mix. But it seems to be a good first step toward a better understanding of how dopamine is related to drinking and even alcoholism. The most interesting find is that it appears that dopamine is released by the brain even if there’s no alcohol present, just the taste of beer is all that the brain seems to need. If further studies bear out the findings, this could be significant.