Apollo Space-Aged Lager from – where else – California is to be launched on to the UK market. As well as bringing a modern twist to bottled-lager packaging design, the brand also brings levels of pretension usually associated only with wine to the beer market. Named in tribute to the Apollo Space Programme, the drink is aged on toasted American oak and is apparently an ideal companion to meats, cheese, pasta and salads.
But perhaps “The beer that fell to Earth” will change the prevailing British view of lager. That it is imbibed purely to make the drinker the man who falls to Earth.