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Friday, June 08, 2012

Friday Flick ... and a Mystery, too!

The good folks at Affligem (hard g) recently sent me an interesting package.  It included a bottle of beer and an embossed goblet--naturally--but also a wee cordial and an odd wooden serving tray.  A visual:


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:

11 comments:

The Beer Nut said...

They nicked the branded yeast glass thingy from Hopus. Naughty Heineken.

not dr wort said...

the little yeast glass is your shot of vitamin B, and the other hole is probably just a thumb hole for holding the tray.

Mike said...

Bottom 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.

Jeff Alworth said...

Points for thumb hole--that's funny. But why does the tray in the video lack a thumb hole? A further mystery!

Jeff Alworth said...

Also, Beer Nut, Heineken has the balls to call Affligem the "most authentic abbey beer." Talk about naughty.

Alan said...

The 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".

a non-mouse said...

My 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. :-)

Mike said...

The little glass is a jenever glass. Jenever is a strong distillate produced in the BeNeLux and a few villages in eastern France.

Using 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.

Jeff Alworth said...

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.

As 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.

Nurse Trub said...

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.

B-Dub said...

The 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.

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