Obscuricon: When White Men Drank Malt Liquor

The Obscuricon has uncovered a strange moment in marketing when Schlitz Malt Liquor decided that white guys in the suburbs would drink malt liquor like the urban crowd. They loaded up the commercials with semi-familiar faces to experience the joy of the booze that’s got a bit more kick than beer. What’s more white than David Copperfield, Don Adams and Kevin Kline as pitchman? They’re a far cry from the rappers that would eventually promote St. Ides. Who are you going to trust on the joys of malt liquor: Ice Cube, Snoop Dogg or old white guys at a reunion? Schlitz did warn the white guys that the after effect of malt liquor was a giant bull coming after them.

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