You may have seen the above-pictured monstrosity on the shelves along with the cider in your local LCBO lately.
It’s “Wild Apple Ale” from Crazy Beard and even though the product is called Crazy Beard “Wild Apple Ale” it lives in the cider section since it isn’t actually a beer. I’m not even sure it would meet strict definitions of cider, but presumably the company is so “Wild to the Core!” they just don’t care about conventional things like “accurately labeling a beverage.”
I have seen the atrocious can on shelves before and while it offended me in a way that only a snotty beer and beverage purist can be offended, I put it off as simply something that doesn’t interest me. Life is too short to rage at all the overly-sweet alcoholic beverages that don’t meet with my approval. However, as it turns out, in addition to the label being questionable from a design standpoint, it seems the can wrap isn’t really the highest quality material either. I was alerted to this fact by an intrepid reader who sent me the picture below this afternoon.
Yes, it appears that Crazy Beard Wild Apple Ale’s label is hiding something of a surprise under all that wacky design. As my anonymous tipster speculated, this “Apple Ale” might actually just be William Premium Canadian Cider–or at the very least, is sold in William Cider cans. Continue reading