M&S beer marketing

GUTENBERG 1: This is a subject that really doesn't get written about enough. We've got two four-packs (quite moderate for four people on a five-hour journey) of beer: one is 'Etoile d'Or Belgian Lager' - which unlike the wifebeater it's imitating really is brewed in Belgium. The blurb on the back announces that the beer is 'deceptively refreshing'. Deceptively? As in you'd think it was going to taste like warm piss, but it sneaks up on you with its tastiness? Or are they using refresh with its other meaning of inebriate? In which case it would mean 'tastes like shandy but is secretly getting you wankered'. Who knows.

Thank god, then, that the other four-pack is of 'Smithfield best bitter'. Yer Smithfield, the blurb tells us reassuringly, 'makes no secret of its rich smooth taste.' Yes, but how tanked am I getting?