Beer Ads Are Lying To You

Do not be alarmed. They are still based mostly in truth.

Beer will surround you with babes. It will make everything more fun. And, of course, it will make you look like a male model (the cool ones that high-five and watch football, not the condescending ones that make you feel bad for not knowing the difference between a cardigan and a pants).

But according to new research conducted by Australians (if you’re imagining a kangaroo in a lab coat, you aren’t alone), for a certain beer niche, there is a much more serious discrepancy between advertisement and reality.

Low-gluten and gluten-free beers are alternatives created to accommodate the needs of those with celiac disease and other gluten intolerances. According to this study, gluten-free beers pose no problem to those afflicted, but beers advertised simply as low-gluten “may still contain symptom-inducing levels of gluten”.

The science behind all this involves words like “hordein” (if you’re imagining a sardine with a tramp stamp, you’re not alone) and “avenin” which are only as interesting as they are fun to say, so I’ll spare you the details, but if you’re so inclined, you can read up on it here and here.

Otherwise, spread the word to your gluten-averse, beer-loving friends and do enjoy this picture of an Australian researcher I just made in MS Paint:
 

 

 

(Picture of the "hordein" available at Boozinblog AFTER DARK)

~Don Julian

REFERENCES

http://news.discovery.com/human/low-gluten-beer-120103.html#mkcpgn=rssnws1

http://pubs.acs.org/doi/abs/10.1021/pr2008434

Leave A Response