Buckler (beer)
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| Buckler | |
|---|---|
| Brewery | Heineken |
| Style | Pale lager |
| First brewed | 1988 |
| Alc. vol. | 0.5% (maximum)[1] |
Buckler is a low alcohol (0.5% abv) pale lager. It was launched in the summer of 1988, and is distributed worldwide. There was a recall in 2004 due to a fault in the pasteurising process.[2] On December 31, 1989, Dutch cabaret performer Youp van 't Hek referred to Buckler beer several times during his New Year cabaret show with the words: "You know Buckler, don't you? The orthodox reformed beer. I hate them incredibly, Buckler drinkers. Yuck. Those types standing next to you in a bar that don't get drunk."[3] His show produced the concept of the 'Buckler loser' (Dutch: Bucklerlul), which led to dropping sales. Eventually Heineken took the beer out of the Dutch market. The estimated loss for Heineken was €180,000,000. Heineken did not sue Youp van 't Hek, responding that they themselves also use humour in their campaigns and that they should be able to deal with it themselves too.[4].
[edit] References
- ^ "Heineken roept Buckler-bier terug", nieuws.nl, Nieuws.nl, 2004-06-15. Retrieved on 2007-04-26. (Dutch)
- ^ Heineken USA Recalls Buckler Non-Alcohol Brew
- ^ Original citation in Dutch: "Buckler kent u wel, hè? Dat is dat gereformeerde bier. Daar heb ik zo'n ongelofelijke hekel aan. Aan Buckler-drinkers. Gadverdamme. Die types die naast je in het café staan en niet dronken worden."
- ^ http://www.parool.nl/nationalescriptieprijs/2003/scriptie1.html
