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May 22, 2004
(Black) Energy
The second time I went to the UK, I hung out with a bunch of blokes in the midlands. As far as I was concerned it was about as deep into the boondocks as anyone could possibly. A cute village where property never changes hands and if you are unfortunate to land there, it suddenly becomes apparent why 13 year old kids get sopping drunk. It's BORING.
On the other hand, this lack of cosmopolite diversions makes for excellent chumminess. You have nothing to do but hang out at the pub with your mates and delve into several degrees of honest conversation beyond which you might encounter on this side of the pond. At least that was the impression I got when one bloke told me something about my drinking preferences.
I was working there to solve a database performance problem, this being the 90s and all. And once I finally nailed it, it was cheers and smiles all round. But before I had gained everyone's full confidence they at least had the courtesy of sharing tea and coffee as was their tradition. I wasn't a big coffee drinker and I told them so, I'd rather sample the kinds of beverages I'd never seen before in the states. And after a few trials of this and that, I settled on Lucozade. This rather freaked out my host, but he couldn't refrain from laughing. You see, in the UK at the time, me ordering a Lucozade was the equivalent of me ordering a fried-chicken and watermelon sandwich.
After he finished cracking up, he told me what was so funny. I found the whole thing curious and memorable, but I wasn't put off by it in any way. At some point later I recall a similar reference in a Martin Amis novel. Funny that in a country where they sell grape soda with as much alcohol as beers, that they talk shite about Lucozade. Odd thing stereotypes.
Fast forward to now. About one month ago this week, I finally had one of those energy drinks that people waste their money on. This one was called Monster. I took one drink and I was transported back to Stratford upon Avon. I didn't think much of it until yesterday I had yet another energy drink. This one is called Merlins. Hold on here. What's this? The same damned taste.
I suppose there are only so many good ideas in the world. The trick is getting the marketing budget.
Posted by mbowen at May 22, 2004 06:15 PM
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