By James Breckenridge.Have you seen the ads for the ‘new’ vented beer cans, the ads that tout the vented cans as having a smoother pour?
That the addition of the vent is to give a smoother pour is BS, an evasion because the broadcast media would not be able to carry advertising based on the true purpose of the vent.
Smoothness is a side effect and acceptable as the excuse to advertise the speed……ahem, smoothness…..with which the can empties of beer.
You want a smooth pour you just adjust the angle of the pour to allow air to enter the can as the beer exits the can. Of course this course of action adds to the time it takes to empty the can of beer.
Time is not a major consideration, if it is a consideration at all, in pouring beer from a can into a glass.
But time is a major consideration, a major factor to consider, when pouring a can [or cans] of beer down your throat in a Chug.
With the vent, it is no longer necessary to interrupt the flow of beer out of the can, to permit the entry of air into the can. The vent allows you to smoothly, quickly pour a can of beer down your gullet, without any need for the beer to touch lips, mouth or throat before hitting the stomach.
The need to resort to venting the can in order to promote, testifies to a creative bankruptcy.
Resorting to venting the beer can in order to increase sales and profit is cynical and corporate irresponsible behaviour.
Unfortunately it is likely to increase sales, as well as increase irresponsible drinking, unless…..
…..people drive home that this kind of irresponsible corporate behaviour is not acceptable by not buying any brand of beer that uses a vented can and notifying the brewer that you are not drinking their beer because of their irresponsible behaviour in encouraging irresponsible drinking, simply to fatten the already obscene paycheques of corporate executives.