A New Front In The Beer Wars

Outside magazine’s annual BrewHaHa beer and marketing event late last month left a throng of mostly media folks from 15 Los Angeles and Orange County agencies drunk with pleasure at a Hermosa Beach, Calif., bar.

Contenders were judged on the beers, labels and presentations. Some entries were topical (“Benedict’s Brew” referred to the pope’s surprise blessing of a Stuttgart beer; “Old Smuggler” played off post-Katrina looters). Others used sexual innuendo. Dailey and Associates’ “Sportin’ Woody Ale” won; Saatchi & Saatchi took second with the “Sip/Suck” oatmeal stout.