Now to be fair, I’d never heard of Hahn Premium Light. It’s the “premium light” that tells you why. I tend to ignore beers with either “premium” or “light” in their name as not worthy of serious attention. Almost any beer — I can’t think of a single example, but there must be one — with the name premium cannot ever be premium, whatever that even means. It’s very use cancels out any possibility that it is, indeed, premium. A truly premium beer will be known by its taste, not its name, which is after all an extension of its marketing. And light beer is perhaps the most useless beer category ever invented, along with its step-children diet beer, low-carb beer and anti-aging beer. But as far as marketing goes, it’s an unmitigated, mind-boggling success. Like most beer geeks I know, I tend to eschew marketing and walk a different path, or is that drink a different path, or perhaps I drink to the beat of a different drummer? Alright, enough mixed metaphors, the point is there is absolutely no reason to drink a light beer … ever.
But that doesn’t mean we can’t enjoy their marketing. A case in point is this pretty funny ad for Hahn Premium Light, a beer made by Lion Nathan of Australia (and New Zealand). Lion Nathan is more well known — at least here stateside — for their other brands: Toohey’s, Steinlager, and Lion Red to name the most popular. I can only guess that Hahn Premium Light is Toohey’s Amstel Light. But enough speculation, it’s the ad that caught my attention and you’ll soon see why. I’ve always felt that the Australian sense of humor is broad and unpretentious and this ad is both of those. So take a look for yourself.
Hey, did you hear? Apparently sex sells. Who knew?