Wednesday, 29 April 2009

Breast Bitter: Pumpclip Idiocy from Cottage

Boobies, tits, melons, bazongas, headlamps and midgets’ crashmats: These are all words that I can write here without cringing. That is provided they are delivered with my tongue wedged so far into my cheek that it looks likes I’m pleasuring a blue whale. However, they are not crudities that I should be forced to speak, in conversation, in a pub, with a person, on a Jesus’s own Sunday.

After all I’m English and so sexually repressed that this talk of jiggling meat-pillows only causes stiffening in my upper lip. So why do Cottage Brewery want to turn us all into an infantilised Sid James by naming their beer Breast Bitter?

Perhaps the news has taken longer to reach Castle Cary - probably because it is a town that still drowns those who use flush toilets - but the 70s are over. Reg Varney is dead, accept it and move on. In our modern world giggling over lactoids, breasticles and silicon-zeppelins is as funny as remaking The Fall and Rise of Reginald Perrin with all the human warmth of Threads.

But it isn’t just the misogynist moniker of this beer that bitchslaps your decency. Nor the sheer ineptitude of the crayonjockey they hired to Parkinsons out the pumpclip pictured above. Granted it is actually both of those things, but it is also the gawping uselessness of the pun.

Breast Bitter doesn’t work. The name fails to conjure up thoughts of what is actually a nice, slightly hoppy mostly malty 4.6% beer. Instead it creates visions of mummy milking rooms where distended upper-udders are ‘expressed’ 24/7. Or worse it fills your dreampipes with Oedipal fear. And if they really, really like this pitiful pun, it should have at least been attached to a Milk Stout.

But Breast Bitter isn’t alone there are plenty of others out there too. So what names or pumpclips have caused you to ignore an ale? When have you been too ashamed to order a Top Totty? Have you preferred pointing to uttering the words Rite Flanker? Or is the only word that has ever put you off a pint been Stella?

1 comment:

Jeff Pickthall said...

Dire isn't it?

When I've criticised this sort of thing in hardcore real ale circles the instant defence is always "it's just a laugh, innit?"

The "it's just a laugh" defence is expected by its proponents to trump all criticism, but, I ask, who exactly is doing the laughing?