Lies, damn' lies--and The Beer Store

No truth in advertising there. In Ontario most beer is sold through this evocatively named outlet, jointly run by the major breweries in the province. I noticed a sign on a cart today:

Did you know that unlike the liquor store every brand of beer we carry is ice cold?

In fact The Beer Store makes a point of claiming its beer is "ice cold" But, er, all the beer at The Beer Store is, at its lowest temperature, around 15 degrees Celsius. How much ice does one see in those circumstances? Besides which, the beer which the liquor store does sell chilled is actually cold.

Must be an awful lot of frustrated Americans and Quebeckers when they actually open a bottle or can for the first time...

Mark C.

Posted by markc at October 28, 2007 02:46 PM