Here’s a fun video forwarded to me by Push Eject, who’s both the Production Director with The Brewing Network and also involved in Heretic Brewing. The commercial is for the Hahn Brewery, founded by legendary Australian brewer Chuck Hahn, who today runs the Malt Shovel Brewery. The Hahn brands were bought by brewing giant Lion Nathan in 1993. In 2005, Lion Nathan launched Hahn Super Dry. I confess that I’m skeptical of any beer that calls itself “super dry,” but I love the notion in the ad that you can imbue the beer with the soul of different ideas by the way you brew it. If you just expose the beer to cool things, it will become cool, too, by osmosis. It’s not quite Rube Goldberg, but it has similar elements. And most importantly, it makes me want to try the beer, even though I know I probably won’t like it very much because I’m not a fan of this type of beer.
