Definition of premium: Relating to or denoting a commodity or product of superior quality. I guess that is what they are trying to convince us of here.
Do you ever get the feeling that the word “premium”, like many other special descriptors (the word special comes to mind as well), has been bastardized and overused by the marketing mavens and their insidious plot to control our minds and drain our bank accounts with useless purchases? I see the word premium bandied around like a tennis ball at the Australian open. So much so that it is starting to lose its meaning. But I digress once again.
When I hear the word premium I have great expectations (the Dickens you say). So I looked forward to this “premium” amber coloured lager and saved it for a Leafs game. The Leafs premium players outshone the extraordinarily overmatched Canadiens once again. Well done.
This “premium” lager has a nice pour to it, they call it copper coloured, which makes sense as they describe this as an amber coloured (as opposed to an amber) lager. They say they have “taken something simple and made it extraordinary”. I say they forgot the extra and ended up with something quite ordinary. This is an OK brew, nothing special and not premium in my books. Ok taste, but not smooth, not hoppy, not much of anything beyond the ordinary. There are other lagers and ambers higher on my list.
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