Well, I think that just about sums it up.

In addition to that summary of the beer and the brand, I could spend the next 1500 words also talking about how mind-blowingly cynical the marketing of these beers is, but it just makes me depressed thinking about it.

So, while you decide whether you are going to reward Coles’ contempt for you with your heard-earned money, I am going to curl up in a ball under my desk and quietly weep for the future of beer inAustraliaknowing that this company controls a quarter of the liquor market in Australia.

UPDATE: There is a fuller overview of Steamrail Brewing Company andAustralian Beer Connoisseurshere.