Carlsberg launches a craft beer called “Lawn Mower”

That’s hopeless. That’s truly hopeless. Carlsberg Sweden will launch a new “craft-style lager” named Lawn Mower in Sweden this October. What on earth possessed them to call a craft beer Lawn Mower? Don’t they know that “lawn mower” is the term Americans use for those inoffensive bland light beers men quaff on a Saturday afternoon after having mown the lawn? Selling Lawn Mower in a can makes matters even worse. Cans are the packaging of choice for those who want to chug a beer in no time. It’s not the conventional container for a craft beer.

So Carlsberg is either making the beer wrongly, or describing it completely wrongly. Or both.

I guess some youthful types in marketing must have thought: “We are going to have a beer with one of those quirky, witty labels that are so popular with lovers of craft beers.” Unfortunately, the labels Horse Piss, Alimony Ale and Polygamy Porter had already been taken. So the next best thing that came to their minds was Lawn Mower. This brilliant idea was celebrated by back-slapping each other and giving high-fives all around.

Sorry, but this joke is not funny at all. It fizzles to a smoking, chucking protracted death, like a lawn mower that backfires and disappears in clouds of smoke and stink.