Heineken Takes Over the NYC MTA

Who, besides me, thinks it’s weird to see Heineken ads on the turnstiles at the MTA? Check out the 1-2-3 station at 7th Avenue and West 14th Street in Manhattan. I think it’s part of a promotional push by Heineken for the new James Bond movie, Skyfall. Heineken reputedly paid many millions of dollars to have Bond drink their beer in the film. Last month, Heineken celebrated their Bond partnership with a party at the New York Transit Museum in Brooklyn. But that party was private. The turnstile is not.

Advertise Responsibly?

I’m no Carrie Nation, but is this necessary? Research shows that alcohol advertisements promote underage drinking. The American Academy of Family Practice published a position paper against it. The subway is full of kids.

For products that are addictive, such as cigarettes, alcohol, and even candy, advertising cues may induce cravings. A abstinent alcoholic exposed to visual cues will experience physiological changes like increased salvation that characterize the urge to drink.

I know the MTA has financial issues and a fare hike is in the works, and Heineken’s money is nice and green, but this is too much blood on the tracks for me.

Your thoughts: Heineken ads at the turnstile. Good idea or not?

The Fascinating History of Beer

Beer has a fundamental role in the history of civilization. I wrote about it for Calorie Count a few years ago after hearing the story from a friend, a technical kind of guy who remembers every detail and then relates it back. You’ve been there; still, it was captivating. I’ve already made The Case for Fermented Foods, the essence of decomposition and metamorphosis and so, all of life. Nowadays, my daughter’s boyfriend brews beer and mead in bubbling cauldrons in their Brooklyn apartment. Stay tuned for more about that. The definitive guide to beer history is A History of Beer and Brewing by Ian Hornsey. I’ve condensed it here to a one minute read.

The History of Beer, Condensed

  • Around the world, prehistoric man discovers fermentation by chance occurrence as decaying fruit mixes with yeast, molds and bacteria in the air to produce alcohol.
  • 12,000 BC: Nomadic hunters and gatherers settle down to farm grain (presumably to make beer because bread-baking is unknown)
  • 7,000 BC: Brewing (i.e. intentionally making beer from grain or bread) is practiced in Babylon, Assyria, Egypt, Israel, China, and South America.
  • 500 BC – 500 CE: Wine takes over as the preferred drink in the Western world.  Beer is for peasants.

Continue reading about The Fascinating History of Beer….

You thoughts: Are you a beer fan?