I can sort of understand what the brewers are claiming about it being an 'anti' binge drinking product.
A couple of years ago there was a really good documentary on the theme of whether there could ever be a quality British lager.
The answer was no, primarilly because the stuff used to make it wouldn't grow in our climate - a climate suited to growing the stuff (hops?) needed for bitter and mild.
But the documentary also focussed on how beer - and lager specifically - is produced and marketed in the UK and how that was anathema to quality lager production.
I can't remember the precise figures or techniques it referred to but it contrasted the producton of Carling Premier with that of a German lager. The latter would ferment (I think) for something like 80 days whereas the former was given a few days. The Carling was then carbonated and chilled prior to serving - far colder than its German equivalent - as the coldness and fizziness was meant to mask the lack of flavour and trick the palate into finding the drink refreshing.
The quick production kept costs down for the brewer but it also created a drink that was ideally suited to binge drinking. If it had a proper flavour most peoples' palates would tire of it after 3-4 drinks - they'd feel satisfied - so keeping if relatively flavourless meant they could sell far more through products designed for binge drinking. Add in a slick marketing campaign based on image and temperature and/refreshment rather than flavour and aim that at below average intelligence teens and twenty somethings and kerrrrrching! ££££££££
Guess is that the brewers are claiming this is a full flavoured drink you'd drink like wine - slowly throughout an evening.
Not that it makes any odds to me. I'm teetotal.
