Conspicuous Consumption of Killian’s

When I worked in an Italian restaurant, a customer remarked by way of compliment that “it’s clear that there are real immigrants working in the kitchen.” I confirmed that the cooks were, indeed, immigrants and that I would pass on the compliment to the chef. I neglected to mention where the immigrants in question came from originally; I suspect very strongly that the customer would have been less effusive in her praise of the food if she knew that the chef was not Italian, but Mexican. Preconceived notions have such a peculiar way of effecting perception.

Some years later, it was my duty (nay, honor) to purchase kegs of beer for campus-wide college parties. Substantial though my allotted budget was, it was not inexhaustible. To save money for very good beer at the biggest parties, I purchased cheaper beers throughout the year. For the most part, people seemed to like this plan, but I occasionally got complaints. I was always surprised when people had the nerve to whine about having to (or, more properly, getting to) drink Yeungling or PBR at a party. Everybody’s favorite beer should be free beer.

One way that I avoided complaints was to purchase Killian’s Irish Red. Killian’s certainly seems classier than PBR or Bud Light. I personally think that it tastes better as well. The twist, however, is that a keg of Killian’s is no more expensive than a keg of Coors Light. (Which is not surprising when you learn that Killian’s is brewed by the same giant company.) Many of the students who complained about cheap macrobrews applauded my decision to serve this cheap macrobrew, simply because they didn’t know how cheap it was.

Thorstein Veblen wrote of fashion that people have a strong bias against anything cheap. People of taste will reject a beautiful, well-made garment as soon as they realize that it is not expensive. “[The garment] loses caste aesthetically because it falls to a lower pecuniary grade.” The same (and its reverse) is often true of beer: if it is 50¢ per can, people believe that it can’t be good, and if it is $15 per bottle, people believe that it can’t be bad.

Part of why I favor drinking from a glass is so that the label (and the price tag) don’t distract you from the beer.

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Beer of the week: George Killian’s Irish Red -Killian’s is ruby red and certainly more eye-catching than a domestic light beer. The roasted malt that provides the color (at least I hope that the color comes from the malt rather than food coloring) also imparts some flavor. To be sure, it isn’t a great beer but it does have decent body and some good bread and caramel notes. I definitely recommend it if you want a beer that seems more fancy than it is.

Reading for the week: The Theory of the Leisure Class by Thorstein Veblen – Veblen coined the term “conspicuous consumption” to describe the myriad ways in which people indulge in luxury goods and activities (and let everybody else know it.) In this excerpt Veblen discusses how fashion can show off wealth. Not only can a man in a tuxedo afford to buy a tuxedo, the pristine cleanliness of his tuxedo makes it obvious that he does not have to perform any manual labor.

Question for the week: Not that many people would be willing to admit this, but have you ever liked something until you found out that it was cheap and only then decided that you did not like it?

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