Yes, the stuff is drinkable, but It's the same 'rose marketing push' about this time (spring & summer) every year. Just check out the archives of local and international bloggers and journalists (i.e. Paul Gregutt).

Sometimes a marketing push is based on a real reason, IT'S GREAT IN HOT WEATHER, shut up ya snob.

First look at that picture I saw a guy's beerbelly hanging under his t shirt

@3 Same here!