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Eight discerning beer lovers, gathered recently in Boston, were so confident in their palates that they were willing to do a taste test while sitting above an outdoor dunk tank filled with frigid suds.
If they failed to pick out the booze-free drink amid full-strength brews, into the icy liquid they would go. Temperature on that particular day was a bone-chilling 15 degrees.
Smack talk ensued: “I think I can easily distinguish” between real beer and non-alcoholic beer, one participant said, while another boasted, “I bet a hundred bucks I can get it right.”
The result? Seven tasters took a beer bath, with the moments of shiver-inducing truth captured in a 60-second video.
The stunt, orchestrated by Samuel Adams’ Just the Haze, coincides with the annual Dry January temperance movement but also kicks off a longer-term marketing push for the nascent non-alcoholic...
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