I’ve noticed, while watching the group round of the World Cup on television (I don’t own one of those infernal machines, of course, but my nephew has considerately invited me ’round), that one of the tournament sponsors, Budweiser, has adopted the following advertising slogan:

This Is Beer

I’m sure the Germans appreciate the explanation. In fact, in the land of the Reinheitsgebot, it’s probably necessary.

(For a particularly egregious exploration of this catchphrase, which refashions it into not a jingle but an “anthem,” click here.)

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