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Fresh from my second trip to the Isle of Man in two months, I come back to find that Stella are launching a new beer called "Stella Black". The 4.9 per cent beer, which is not actually black, but pale and golden like most other mass produced lagers, will be brewed in Belgium and imported to the UK. One cheer for that.

Reading the hoots of derision from the trade in the comments area on both the the Morning Advertiser and Publican sites, it seems there might just be a credibility gap for them to overcome, but be reassured. In addition to its other redeeming features - well I suppose it might have some - but the press release doesn't say what if anything they might be - there will be "a reverential pouring ritual”. Yes that's right, a reverential pouring ritual. That's got me hooked.

Now call me an old cynic (please do), but unless by some miracle this stuff is actually good and even if it is, it's got "This is going to bomb" written all over it.

Now altogether, sing the song. "Ste-lla Blaaack Label"


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