With government-financed corporate bailouts dominating North American headlines, Howe Sound Brewery in British Columbia is selling an ale it’s calling Bailout Bitter with the slogan “Bitter ale for bitter times.” The beer is usually offered at a lower price than other house brands.
People do tend to drown their sorrows in a recession: Alcohol sales are generally resilient in tough times, with people more likely to frequent bars—and some sectors of the alcoholic beverage industry are currently seeing a spike in sales. While there are serious socioeconomic implications to this trend, times of crisis also cry out for humor and a lighthearted view on what’s in the news. By doing just this, as well as offering a much-needed cost incentive, Bailout Bitter helps remind us that things will invariably get better. I’ll drink to that! —with contribution by Megan Wall
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