Whuck?

Lagunitas Brewing Company, in Petaluma, has introduced a new seasonal ale:

I guess the actual phonetic substitution—Whiskey Tango Foxtrot—would be too misleading in this particular category.

Could be worse: It could be called Tactical Nuclear Penguin and cost $53 a bottle.

Post title via "30 Rock." It's one of my favorite Liz Lemonisms. Update: Language maven Mark Peters analyzes "whuck?!"

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The name of the ale caught my eye, but I can't resist sharing the side-label copy. Set in sans-serif mouse type, it's worthy of the Dr. Bronner's Magic Soaps copywriting award. All punctuation sic:

In the murky realm of things that make you go 'Hmmm...' 2010 may rank way, way up there. From the curious per curiam decision of 531U.S.09 in 2000, to WTC7, to the Superdome, to the Fall of the House of Lehman, to the Nobel President's Afghan Expedition escalation, to the oxymoronic Jobless Recovery of 2010; we have been confused. So, we done the only thing we could-we made beer-and lots of it. 6,420M cases of it to be exact. As far as we know, you drank all of it. Thank you for that, because if you had not we would have been looking for a bailout of our own, and we haven't heard about any breweries either needing or receiving any of those Yuan-flavored TARP dollars... although we have read that the Las Vegas adult video industry did. Nobody knows why. So, in a world that is once again the proverbial 'Ball of Confusion', craft beer alone seems to carry its own weight. It's nice to be on the winning team and thank you for your friendship and imbibliciousness. Call us! 707-769-4495.

Comments

[Namer X]

Great to see a commercial shout-out re: WTC7!

The first band that calls themself that, I'm buying their album. (Album?)

Reminds me, speaking of weird modern band names (Now THERE's an idea for a post) there was/still is an electro-emo duo called I Am the World Trade Center.

They formed in 1996. On their first album is a track called September. It's track 11, of course.

http://en.wikipedia.org/wiki/I_Am_the_World_Trade_Center

[Natalia M. Sylvester]

My favorite Liz Lemonism is "What the what?!?!"

I think it applies to both this post and the above comment.

[Nina]

Hmmm...sounds like those military word designations for letters of the alphabet (alpha, bravo, etc.)so, could this be a thinly veiled reference to text-speak "WTF"? Perhaps to reflect their feelings about the current economy? Great find & loved the side-label copy, too! Now, my curiosity's piqued to try the stuff...

[John Seal]

This could also be a tribute of sorts to the band Wilco, and their album Yankee Hotel Foxtrot. Or maybe not.