The shoey is a quintessentially Australian drinking ritual that’s become famous around the world… But one Aussie pub wants to stamp that sort of uncouth behaviour in the bud, by banning young Aussies from drinking their beer.
SYDNEY, AUSTRALIA – Australia’s oldest pub brewery, The Lord Nelson, has just unveiled a radical new plan to ban all those who are under 35 from drinking their flagship beer, Three Sheets Pale Ale.
Why? They say it’s not only to fight back against hipster beer trends but also to fight back against the way young people drink their beer – namely, drinking it out of one’s shoe.
Not only will millennial or Gen Z punters not be able to get a pint of the popular pale at their Sydney home, but every other pub that has Three Sheets on tap – as well as bottle shops that sell the brew – will similarly be banning youngsters from buying the beer.
“While our decision might affect sales, we know that Three Sheets customers are loyal, and until the young ones cut their weird drinking habits out, it’ll be reserved for the over 35s,” Lord Nelson Managing Director Blair Hayden says.
Weird drinking habits? Say that to Bam Bam’s face, we dare you.
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Lord Nelson isn’t the only alcohol brand that’s tried to police the sorts of people who drink their products – and it hasn’t always worked.
Fellow Aussie beer brand Victoria Bitter also weighed into the culture wars back in 2010 when they debuted an ad campaign making fun of men ordering cocktails… Courting a bit of controversy for their troubles.
Even more controversial was when the managing director of Louis Roederer offhandedly and patronisingly questioned with “curiosity and serenity” why rappers loved to drink Cristal champagne – motivating hip-hop mogul Jay-Z to launch a boycott of the brand.
We wonder if any bottle-os will start doing under-the-counter Three Sheets…