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Olympics Official Beer Is Light, But That Doesn't Detract From the Manhood of the Drinker
The official beer of the Olympics is Coors Light and today I’ll tell you why “light” beer does not contradict basic ideas of masculinity.
According to the CBC, Coors Light is one of the most popular beers in Canada so it makes sense that Moslon Coors would pick it as the official beer of the Olympics. And if you ever watch American television you’ll see that most beer commercials are for light beers like Coors Light and Bud Light.
But as the beverage that is most closely associated with masculinity there appears to be a contradiction between masculinity and a desire for a taste that is weaker (no joke here) and referred to as “light.”
Indeed the commercials for light beer reinforce common associations with beer such as its babe-magnetism and ability to have a good time with the buds.
In other words women will find you just as sexy and your friends will think you’re just as cool regardless of whether or not you’re drinking “light” beer or regular beer.
But there seems to be more going on than just reinforcement from advertisers.
My hyper-scientific theory is that light beer is a sneaky way to demonstrate manliness on a different front, ie. being able to consume more beer than your friends.
Without data on the bottles or calculators at the bar most people won’t be able to compute a relative comparison of beer consumed over a night.
So if I have 8 beers at 3.5% alcohol then I have an alcohol score of 28 and if my friend has 6 beers at a standard 5% alcohol then he has an alcohol score of 30. I can now boast about having drank more beers than my friend thus proving I’m more of a man than him by a factor of 2.
If I had it my way we’d actually have a real local beer represent us as the official beer of the Olympics; something like a Phillips would be great.
Since it’s a beer from Colorado (though perhaps actually brewed locally) and specifically a “light” beer I figured it was important that we all understand the gender dynamics and contradictions of this beer.
There is no crisis of masculinity with “light” beer simply because it can be drunk in greater quantities.