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Australian brewery 'bans' flagship ale to under-35s

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Australian brewery 'bans' flagship ale to under-35s by Tree Elven on 02/03/2023
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The Lord Nelson Brewery in Australia has decided it's time to acknowledge the excellence of its hand-crafted output by restricting consumption of its Three Sheets Pale Ale to the 'mature mouths' of those aged 35 and upwards. The intentionally humorous voiceover and imagery appear to be aiming more at the 75+ market. However, what do you make of the aim to make experienced drinkers feel appreciated while intriguing the younger ones? "For 30 years we’ve focused on creating quality beers that are refined and well-balanced," says the brewery, insisting that the Three Sheets Pale Ale continues to represent their determination to "being true to ourselves and not following trends and 'in' styles". Fun and stylish, or a clumsy bust that'll offend older and younger drinkers alike? The phrase 'three sheets to the wind' - meaning the worse for drink - originated as a reference to windmill operators: they had to adjust the number of sheets/sails on the windmill according to the strength of the wind and one cardinal rule was to maintain even numbers. Two or four were the norm, while three sheets/sails would unbalance the structure, making it sway unsteadily....

Keywords: Lord Nelson Brewery 35+, Three Sheets Pale Ale 35+ commercial, Australian beer, Howatson+Company

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