In addition to being “Geek Pride Day” today, it’s also “Towel Day,” which is a tribute to Douglas Adams that was started in 2001. If you haven’t read or are otherwise familiar with The Hitchhiker’s Guide to the Galaxy — I’m disappointed in you — but here’s why a towel is relevant to that story, as explained in Chapter 3:

A towel, it says, is about the most massively useful thing an interstellar hitchhiker can have. Partly it has great practical value. You can wrap it around you for warmth as you bound across the cold moons of Jaglan Beta; you can lie on it on the brilliant marble-sanded beaches of Santraginus V, inhaling the heady sea vapours; you can sleep under it beneath the stars which shine so redly on the desert world of Kakrafoon; use it to sail a miniraft down the slow heavy River Moth; wet it for use in hand-to-hand-combat; wrap it round your head to ward off noxious fumes or avoid the gaze of the Ravenous Bugblatter Beast of Traal (such a mind-bogglingly stupid animal, it assumes that if you can’t see it, it can’t see you — daft as a brush, but very very ravenous); you can wave your towel in emergencies as a distress signal, and of course dry yourself off with it if it still seems to be clean enough.

More importantly, a towel has immense psychological value. For some reason, if a strag (strag: non-hitch hiker) discovers that a hitchhiker has his towel with him, he will automatically assume that he is also in possession of a toothbrush, face flannel, soap, tin of biscuits, flask, compass, map, ball of string, gnat spray, wet weather gear, space suit etc., etc. Furthermore, the strag will then happily lend the hitch hiker any of these or a dozen other items that the hitch hiker might accidentally have “lost.” What the strag will think is that any man who can hitch the length and breadth of the galaxy, rough it, slum it, struggle against terrible odds, win through, and still knows where his towel is, is clearly a man to be reckoned with.

Hence a phrase that has passed into hitchhiking slang, as in “Hey, you sass that hoopy Ford Prefect? There’s a frood who really knows where his towel is.” (Sass: know, be aware of, meet, have sex with; hoopy: really together guy; frood: really amazingly together guy.)

The idea is that on May 25, fans should openly carry a towel with them, in fact they want you to make “sure that the towel is conspicuous — use it as a talking point to encourage those who have never read the Hitchhiker’s Guide to go pick up a copy. Wrap it around your head, use it as a weapon, soak it in nutrients — whatever you want!”

But since this is beer-focused place, and I don’t want to shortchange you, here are some beer towels that are educational as well as useful as any towel would be. So hopefully, you carried your towel with you today. If not, there’s always next year.

This beer towel is available from the Baltic Shop.

This one on beer and food pairing is likewise from the Baltic Shop.

And so is this one on beers of the world.