Fins rising above his head and arms, the sea creature crept from the briny abyss and mounted the ladder which took him to the dock. There he assumed his stance, threatening and ambiguous, in his nightly role as a disturbed of the peace and scary of nosy observers. But as he stepped forward, something clicked under the loose boards, and a net dropped over his head.
“Now let’s sea who this deep sea terror really is,” said Fred Jones, ripping the plastic mask from the face of the oily monster.
“Mr. Amstel Brouwerij B. V.!” the team exclaimed in unison.
“This must be why he was trying to scare people away,” said Velma, pulling aside a door to show giant vats of sludgy tan goo.
“That’s right, I admit it. I made this costume to scare off passerby. You see, I’ve made quite a profit smuggling in this beer-flavored sludge from Amsterdam, and then mixing it with soda water to make an ultra-low cost beer which I sell to consumers at import prices. And I would have gotten away with it too, if it weren’t for you meddling kids!”
Once upon a time, Amstel Light was decent beer. Developed by the same brewer that makes Heineken and designed for the American market, it took the fuller flavor of European beer and adapted it to the market demand for lower-calorie beverages. Since it was head and shoulders better than the standard dreck, it got a good name for itself, and so the MBAs at Amstel Brouwerij B. V. realized there was a “profit pocket” — a certain amount of time they could bank on the good name by selling a far cheaper ersatz version and yet the audience would still, with insectlike motions, continue purchasing it at the higher price — and ran the brand into the ground. Amstel Light now resembles an American beer in its water, skunky, quasi-fruity flavor with the distinctly bilgy taste of most pasteurized mass-market beers. You might think that at import prices, this would be better than your average bottled drool, but they have played a bait and switch on you just like with Heineken.
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16 CommentsTags: amstel brouwerij b.v., amstel light, beer, heineken
