After the latest wave of attempts to define the undefinable

(...in which I took part, again, mea culpa)

Dear brewers, retailers, distributors, owners of drinking establishments, marketers, brand managers, CEO's, PR consultants, and anyone else directly or indirectly involved in the sale of beer, I've got a request for you, please:

As for us, we should stop playing their game. The only thing a beer needs to be is GOOD. All the rest* is different shades of bollocks, and bollocks never go further than the glass.

Na Zdraví!

PS: Credit should be given where credit is due, this was inspired by a post on the matter by Brazilian blog Bebendobem.

* This assumes, of course, that the company that makes the beer isn't a basket of cunts.