Beer That Makes You Beautiful? How Precious

EDITORIAL
St. Louis Post-Dispatch.

Just when we thought the local macrobrewery’s Bud Light Lime Mang-o-rita was the ultimate tool in selling beer to credulous women comes word that Suntory Brewing of Japan has come out with a collagen-infused beer.

The beer is named Precious, which is precious, and it’s being test-marketed to women on Hokkaido, the northernmost island on the Japanese archipelago, with the suggestion that it will make them more attractive.

Collagen is a protein known to make skin more supple. Plastic surgeons make a nice buck injecting it to smooth and plump up aging skin. But there’s no evidence that drinking it — each can of Precious contains two grams of collagen — does anything but prove how gullible people can be.

One commercial shows comedian Ken Watabe at a table with several Precious-sipping women. Ken smiles and says, “Guys can tell if a girl’s taking collagen or not!”

In fact, experts say drinking alcohol is not particularly good for your skin. But if a guy can find a table full of women drinking Precious beer, he can probably get them to believe he’s a hedge-fund billionaire with a 140-foot yacht. Women, beware.

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