
The world is a marvellous place, a playground to be explored. There are mysteries to be overturned and experiences to be had by those brave enough to have them. The majority of us are quite content to simply move from one day to the next without really pushing the boundaries of what the world means, without testing the limits of what it means to be alive, and for most of us, that’s just fine.
Life can be spectacular even whilst firmly and comfortably stuck in a snug and safe little rut and, if I’m being honest, I feel that I fit into the 99% of people that this analogy applies to and I am fine with this. That is, until a lazily named product forces me to question the very nature of reality. Until a lazily named product forces me to stare blindly into the blinding light of the real world in its purest form, without the rose tinted glasses of life to mask the matter of fact quality of the world. It is lazily named products that force us to confront our own mortality.
Take for example the windshield. I almost crashed my car the day I was overwhelmed by how literally it had been named. It’s a shield, for wind. Imagine how much wind would blow in your face if you didn’t have one. This realisation nearly cost me my life.
Then there’s the calculator. It’s called a calculator because it calculates. Uninspired to say the least.
My favourite is the humble washing machine. I have long held a theory that the makers of the washing machine must have been at a conference, ready to unveil their invention to the world when one of them piped up with something along the lines of “Shit, what are we calling this again? Oh, it’s on the tip of my tongue, it was really catchy wasn’t it. Wait, what do you mean I’m on in thirty seconds? Guys? Help me out here? Guy’s, what were we calling this thing again? Guys? GUYS!?”
And lo, the most uninventive name for a product ever was born.
Session IPA by Brouwerij Kees comes in a close second. I mean, “Session IPA”? They might as well have called it “Beer”, (or rather, HOPPY Beer if I was being ever so slightly critical of the balance of hops in this). Like, who came up with that title? Were they proud of that? Was that literally the best the marketing team at Brouwerij could come up with? How much do these people get paid to come up with names like that?
I mean, fair play to them, nobody is going to be taken off guard by the contents of the bottle when they crack this open and take their first drink and acknowledge that yes, this is a session IPA isn’t it? But in all seriousness, are we not at least a little better than this? Don’t we deserve some pageantry, some mystique in names of the products we consume?
This beer literally does what it says on the bottle. It is a session IPA, and that is apparently all we need to know.


Day four of the Honestbrew beer advent calendar brings with it self proclaimed “Sunshine in a can”, which I can sort of understand given the lovely bright label design and the golden light beer within. I can’t however, quite shake the feeling that this description is a bit overly cheery and that really Equinox’s shiny yellow-chrome exterior is hiding more than just a juicy wheat beer inside.





