Zero Percent Beer: Tasty!

Proof that, even to the small-beer fan, you can carry a good thing too far:

What the company did want to talk about was the new alcohol-free drink rolled out by home unit InBev Belgium, the Hoegaarden 0.0...

Under CEO Carlos Brito, AB Inbev invests considerably in flashy marketing. And the Hoegaarden 0.0 is stylish, with design centered around a Gothic rendition of “0.0”, that looks like two ghost eyes, printed on a light yellow can with white wheat germs.

The verdict on taste was mixed. Your correspondent found the drink akin to a watered-down lemon Fanta. OK — refreshing even — if you know what you’re getting.

I sense a winning ad campaign: "For those who find Lemon fanta too intense!" I don't believe it will be available in America, which is probably a wise strategy.