YES! Beer for breakfast! New Zealand brewery unveils morning brew

on 05/04/11 at 4:22 pm

Beer

What took you beer guys so long? It’s 2011 and you’re only just now coming up with a brew targeted to morning drinkers? New Zealand’s Moa Brewery is focusing on a grossly underserved segment of the beer-drinking population with the introduction of Moa Breakfast, a brew worth getting out of bed for. This is what marketing people refer to as “low-hanging fruit.”

Naturally, not everybody is pleased with the Marlborough brewery’s breach of booze-industry marketing mores that once held that drinking becomes acceptable only at the crack of noon. “It is normalizing pathological behavior,” said National Addiction Center director Doug Sellman. “Here we have fools seeking to profit from encouraging the behavior,” added Alcohol Healthwatch adviser Christine Rogan.

Seeking to profit? Absolutely. But the beer men at Moa are hardly fools. Breakfast beers are a great tradition around the world, enjoyed by everyone from Czech miners to Hong Kong stock traders, and they’re no less pathological than beers consumed at any other time of day. When I lived in Latvia, there was a beer called “Labrit!” (good morning) that nobody lost sleep over.

If you can’t handle the concept of moderation, you shouldn’t be drinking at all. If you get behind the wheel while you’re buzzed, you should lose your license and spend some time in jail. If you don’t fulfill your responsibilities at work, you should lose your job. But under the right circumstances, a beer in the morning is a beautiful thing, despite the finger-wagging of some watchdog group. I certainly don’t have the stomach for a 6am martini, but a small glass of ale as the sun climbs into the sky and the birds start chirping can make for a perfect moment of reflection and quiet contemplation.

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