Moa, a brewery in New Zealand, it seems, recognizes this niche in the market and intends to seize it.
From the New Zealand Herald:
The cherry-flavoured, wheat lager by Marlborough brewery Moa is described as "a beer the ladies can enjoy too ... if you're having a champagne breakfast but don't fancy champagne, have a beer instead".Sounds like an idea whose time has come. But like with anything in the world these days, this idea has ruffled the the angelfeathers of the holier-than-thou crowd. Time Magazine blogger Megan Gibson even went so far as to joke:
Moa co-owner Geoff Ross said that his company isn't recommending problem behavior, rather pointing out that if it's part of the culture, alcohol can be consumed safely at all times of the day.
There's no word if he said this between beer bong hits, but obviously that's what we're assuming.
"I'm Irish, and in Europe it's acceptable to have a beer at 11am. Some breakfast beers are taste enhancers ... it doesn't mean I'm going to have 10 drinks."Common sense is always a refreshing chaser. Gibson could have exercised a balanced approach to this topic, but turned a blind eye to such journalistic ideals. Instead, she chose only to use her blog post as a cheerleading routine for New Zealand's National Addiction Centre, whose director Doug Sellman called Moa's marketing plan "breathtakingly bold":
[Sellman] said people might be inclined to drink a "breakfast beer" because they were risk-takers.hype-woman, Ms. Gibson) would appear to be saying, then, is that any and every person who has ever put an alcoholic beverage to his or her lips prior to noon is a socially-deviant alcoholic in need of counseling.
"It's a completely irresponsible stunt from a health and addiction perspective, because it is normalising pathological behaviour."
Wouldn't you just love to be stuck in a corner with these two at a party?
Not only is that line of thinking reckless for the average person, it seems particularly disingenuous when coming from someone who is purported to be an expert in addiction. True authorities on alcoholism will tell you that the disease grows from psychological factors much more complex than, "I'm going to drink a beer in the morning to be edgy." Is there risk that people with alcohol dependencies will fuel their problems with a beer marketed for mornings? Certainly. But what Sellman and Gibson are missing is something that should be quite obvious: People with this type of serious problem already drink "breakfast beers", whether the products are marketed as such or not. Alcoholics don't drink in the morning because a brewer says its product can be consumed at that time of day, they do it because they're alcoholics.
Mr. Ross, if Moa wants to bring their product to America, let me know. I'd be happy to toast to your company's success before showering away the sand some morning on my next summertime beach trip.