Wednesday, June 9, 2010
Miller has come out with a new bottle for its light beer, a billboard for which appears on the freeway I take every day. The neck of the bottle is apparently supposed to create a vortex when pouring. Huh, you say, and well you might. It looks to me like the idea derives from Viktor Schauberger's extremely odd but interesting theories (but more odd than interesting) about water and vortexes. There are various odd products out there, including no doubt ruinously expensive water pipe you can install in your house, that will introduce vortexes into your water. This is supposed to give it some sort of weird energy, or something, and I guess make it taste better. It's one of those IMHO kinda creepy Euro-green nature-mystic ideas. It would be interesting to know how this strange notion actually made it all the way to a product from a major brewer. I suspect that given the affinity of water, brewing and Austria, where Schauberger came from a old family of mystical foresters, weird ideas about water have been floating around the brewing industry for some time.
This captures some of the flavor of this peculiar man. More mad than scientist. (NB: I suspect large parts of this article are pure fiction. Linkage is not endorsement.)
Hmmm. It also occurs to me that the vortex design might allow the beer to flow out of the bottle more quickly, which would make the beer useful in drinking contests, binge drinking etc. So there might be a less exotic explanation.