As soon as I saw the ad for a new beer called “Flight,” my imagination went on a flight of its own.
On the runway I thought I was trying to square the Yuengling Brewing Company’s choice of name with something on the menu of most brew pubs, and which waiters are quick to recommend if you show any hesitation in your choice of beverage.
As any connosieur of suds can tell you, a flight is an assembly of six or so beers and ales, porters and stouts, pilsners and lagers in small glasses artfully arranged on a wooden tray. The idea is that you and anyone with you can sample them before ordering one in a pint. It costs no more than a pint, and it lubricates cheerful conversation that your selection will be sure to elevate–yet another recent buzzword in the jargon of brew pubbers.
On takeoff, Yuengling’s choice of “flight” appears to be a way of telling us that it is a light beer without the stigma of the term “light beer”–something upscale for those who prefer to believe they are above the crowd. This happened about thirty years ago when Sam Adams brought out “Lightship.”
Many thought it failed because no one realized it was a light beer. I toast to differ: By far it was the best light beer on the market, but who with a taste for a craft beer such as Sam Adams wanted anything light? And who with a taste for anything light wanted anything from Sam Adams?
By the way, the handsome dude in the vest raising a tankard on the label before they changed it about ten years ago was Paul Revere, not Sam Adams. But neither of them is on my passenger list, so back to Yuengling:
Did it choose the name as a way to tap into the brew pub mystique?
Let’s leave that question in the air and pour through other possibilities they may have considered. Fasten your seatbelt because turbulence foams ahead, though nothing your designated pilot hasn’t quaffed before. I mean, who hasn’t flown through, taxied around, and landed in the alphabet?
Alight — Very nice double-entendre that suggests an easy landing while telling you it’s beer.
Blight — In a column years ago, I made a reference to “Bud Blight,” a name I still use when talking about the world’s worst beers. No matter that the column was an April Fool’s Day spoof of local restaurants–two re-named with anagrams, “Flop Sailor” and “Sloop Fair,” as giveaways in this old seaport town–the editor thought it a typo. She probably should have censored my description of pea soup. There’s a lot you can do with the word “pea” without changing the spelling. And in food? Oh, boy!
D’Light — Another choice double-entendre, French for “of light” and a guarantee to make you happy.
Elite — Be sure to pronounce it EE-Light, but change the spelling a la Miller, and let the printed word imply itself. This should appeal to those who aspire to a higher taste, a la Michelob’s “You can have it all” ads back in the ’80s.
High Light — Tempting, but invites confusion with Miller’s “high life.”
K’Light — Might shine if advertised with kleig lights.
Li’Light — Suggesting “little” as in less calories, but the hokey sound would appeal only to the straight and narrow. Not a brewery’s demographic (NBD).
Lightly — For people who drink decaf or prefer white bread over whole wheat or rye. NBD.
Plight — Another one for the satirists, though it might appeal to the chronically depressed.
Slight — Ditto satirists, but with potential for those with inferiority complexes.
X-Light — X seems to be the go-to letter for anyone wanting to imply power, edginess, and/or a mystique. Lately it has served as a neutral plural to avoid the Spanish Latino or Latina by people who somehow fail to notice that they need only omit the O or the A to have both noun and adjectival versions, both neutral. Consequently, this one risks the implication of being unnecessary.
There are other ways to do it, of course. Just last month Modelo of Mexico took the Spanish word for gold and introduced “Modelo Oro,” so sonorous with all those Os, with a pitch calling it “The Gold Standard of Light Beer.”
With that in mind, here’s an addition to our list above:
Blinded By — Might work if the ads were set to the interminable Manfred Mann hit back in the Seventies.
As we’ve already seen with Lightship, a brewery could draw a name from its own brand as portrayed in its public relations. For example, Anheuser-Busch might offer:
Clightsdale — Who doesn’t love those mega-horses? But who could keep a straight face seeing them representing anything called “light”? People would buy it for laughs, as they do goofy greeting cards or gag t-shirts that say things like “Best thing about the good old days was, I wasn’t old, and I wasn’t good.”
A contradiction in terms? Who cares? Remember when Molson tried to latch on to the cross-currents of the Nineties’ Zeitgeist by emphasizing the words “extreme” and “smooth” in the same ads? Did they hire Ronald Reagan’s PR team? In a world of “You can have it all,” there’s no such thing as contradiction.
By now you may be wondering if I have tried Yuengling’s Flight. A fair question to which there are four answers, one of which might be ruled foul by an umpire owning stock in liquor stores but fair by any ump seated in cabin and picking up his own tab:
First, anytime I see the words “light” or “diet” or “lo-cal” or “fat free” on any bottle, jar, box, carton, or barroom tap, my mind says “taste free,” and my taste buds say “no, thank you.”
Second, “light” is a euphemism for “watered down.” In days of old, it was called “small beer.” There’s a character in one of Shakespeare’s histories who says it should be a felony to drink it. According to his journal during the rebel campaign against the British across New Jersey, George Washington would disagree. In it, he tells us he brewed “small beer” to give some taste to the polluted creekwater he had to boil before his troops could drink it.
Third, as far as I know, except for re-named, straightforward “Sam Adams Light,” the best brewers do not make it. When Coors Light first appeared back in the Eighties, I asked a friend who took up home brewing what he thought of it. He gave me a stink-eye stare as he savored a sip of his own superb, creamy creation before he finally and very, very dryly answered: “I think it’s redundant.”
Fourth, I won’t spend a cent on any product made by companies that finance right-wing candidates and causes. Coors, if it was honest, would have a pitchman named John Birch. Yuengling went out of its way to make its support for Trump known in 2016.
That last reason suggests something else they may have had in mind down there in Pottsdam, Penna., when they chose the word “Flight” for their new brew. If you’re thinking what I’m thinking, let’s hope it’s one-way.
May not be a drink I’d buy, but surely a plane I’d fly even if I have to walk back.
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