Extra Strong Beer

Ten years ago in the USA I saw a beer commercial that I found strange. It was about a new extra strong Colt 45 beer. I asked, “Why is it 45?” and got an answer, “Because it is 4,5% alcohol” Wow! I always thought 4,5% alcohol is normal.
Times Online published an article discussing a new ‘revolutionary’ approach to beer making:

" THE sale of a lager that is so alcoholic it is recommended only for sale in half-pints was condemned yesterday as an encouragement of dangerous drinking. Artois Bock, which is 6.2 per cent alcohol by volume, is being introduced by Interbrew, which makes Stella Artois. Most standard lagers are about 4 to 4.5 per cent alcohol and Stella Artois is 5.2 per cent. The new beer is supposed to be savoured in the same way as a glass of wine, according to Interbrew, which has designed special “manly” half-pint glasses for it. "

Now I don’t think this approach is revolutionary. As far as I know 8,5% alcohol “Baltika 9” beer was introduced in Russia in 1996. It was a very popular brand among industry workers and it was savoured not from special half-pint glasses but from 0,5 liter tins. It’s popularity significantly dropped when “Baltika” revealed its secret formula of “Baltika 9”. They simply add pure alcohol to ordinary 4,5% beer to make it stronger.

Some wags made a mock ad for “Baltika 9” with a nice slogan – “We mix beer and vodka for you!” That’s what I call consumer centred marketing!

PS. A spiny fish you see is a ruff or ‘yorsh” - a Russian name for this cocktail.