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Arrogant Bastard: Well, it’s not wine

“Water into Wino” is one of about 20 wine blogs I’m currently subscribed to via my newsreader.

Imagine my surprise to find a tasting note today for Arrogant Bastard Ale. For starters the commentary reminds us that most people have never seen the label, let alone tried the beer. Those of us who’ve been drinking this beer for 10 years may no longer notice the words (even when sober) but those just getting to know the Bastard sure do.

With a label and name that would alienate most wine buyers in a flash, this beer seduced my playful side immediately. As if the name wasn’t bold enough, the words “You’re Not Worthy” adds to this cocky marketing strategy. The bottle also reads “It is quite doubtful that you have the taste or sophistication to be able to appreciate an ale of this quality and depth.” Having read so much wine media lately, seeing this written as a selling point in such plain terms is refreshing, rather than that message being relayed in a passive aggressive way as I sometimes notice in wine branding. Turns out it’s not just a gimmicky beer, it’s a tasty one too that lives up to its claims of complexity.

Go ahead and read the tasting note for yourself.

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