There are two mysteries here: what's the purpose of the cordial glass, and what am I supposed to put in that extra hole next to the bottle? (You may glean a clue to question #1 here.) Today's Friday Flick--which I shall embed below the fold to give you a chance to consider these mysteries--answers only one. I invite your solutions to the unsolved mystery--and I'll even send out a copy of the nationally-touted Beer Tasting Toolkit if someone can convincingly answer it. Have at it.
Your Friday Flick:
They nicked the branded yeast glass thingy from Hopus. Naughty Heineken.
ReplyDeletethe little yeast glass is your shot of vitamin B, and the other hole is probably just a thumb hole for holding the tray.
ReplyDeleteBottom of the bottle glass (yeast portion). My father in-law reports it's common practice now to add the yeast glass. Another offering in the ritual.
ReplyDeletePoints for thumb hole--that's funny. But why does the tray in the video lack a thumb hole? A further mystery!
ReplyDeleteAlso, Beer Nut, Heineken has the balls to call Affligem the "most authentic abbey beer." Talk about naughty.
ReplyDeleteThe empty little hole is where you place the rolled up little piece of paper that has a note to yourself on it reading "you are being an embarrassing arsehole by drinking beer like this".
ReplyDeleteMy guess is that the video shows an early version of the tray. When Heineken's legal team saw it, they said "Somebody's going to drop that thing and sue us for damages. Add a thumb hole." And there you have it. :-)
ReplyDeleteThe little glass is a jenever glass. Jenever is a strong distillate produced in the BeNeLux and a few villages in eastern France.
ReplyDeleteUsing it to pour the yeast from the beer is indeed done at some pubs, but very, very rarely. I can only think of In de Wildeman in Amsterdam where it is regularly done and even then, perhaps not for every customer.
The video seems like one of those "learn the secret handshake and you'll be one of us" gags. Basically aimed at the young InBev crowd.
Marketing 101.
Mike, I thought it was a genever glass, too, and I looked for the bottle of liquor to place in my fourth hole. I was sorely disappointed to see there was no such bottle.
ReplyDeleteAs far as marketing goes, totally agree. The idea seems to be to invent ritual. I don't actually have a problem with that--lots of companies have managed to pull off similar efforts. But I doubt that it will work in this case. Too much folderol for no apparent benefit.
Seems the only thing missing from this set-up is something to open the bottle with. I propose that the hole is for a fancy opener that was still in production at the time of the photo.
ReplyDeleteThe hole is for your thumb. I just got the whole set up from Affligem in the mail. Without the thumb hole it would be a little to heavy in the front to carry. Best of luck to those that get the gift box in the mail.
ReplyDelete