Some years ago I called for a moratorium on ‘n, the pseudo-contraction that’s supposed to take the place of and in expressions such as burgers’ n beer, wings ‘n fries, and other cholesterol-laden linguistic and culinary crimes. Nobody heard me and nothing changed in the public arena, perhaps because the only people present when I called for this were a bunch of English teachers who wouldn’t dream of substituting a grunt for a conjunction.

Allowing hope to triumph over experience, I’m now asking for another moratorium, this time on the invention of cutesy names for beer. Now, I don’t drink beer. I do, however, hang out at times in bars where good draught beer is served. I like watching people enjoy a glass of amber liquid that reflects the sunlight and casts a warm glow. At first, it was fun to read the bar menu and savor names that hadn’t been derived from corporations. Out with Miller, Pabst, Budweiser, and the like, I thought. In with Victory Hop Devil, London Pride, and other creative terms.

 

 

 

 

 

 

 

 

But things have gone too far. The unusual has become commonplace and thereby lost its luster. Moreover, the contrived names increasingly leave consumers scratching their heads. When the name column on the beer menu expands to accommodate three inches of letters, it’s time to pull back. Let Sergeant Pepper’s Lonely Hops Club Brand alone, please. Instead, describe what’s actually in the beer – wheat, blueberries (and by the way, who on earth would ever want blueberries with beer?), bitters, whatever.

I assume that this post will lead to a new trend in beer names, or, at the very least, a batch of Extra Grouchy Grammarian Stout.