Southern Man survives `Brokeback Mountain'

After watching the film Brokeback Mountain I doubted that Speight's iconic Southern Man would ever be seen again.

After all, the image of the two "mates" spending days (and nights) together, riding around the Otago high country on horseback with only each other for company, must have taken a bit of a battering when the Hollywood blockbuster explored the development of a gay relationship between two men working in similar surroundings.

But Southern Man has shown his true resilience and is about to make a comeback in a new TV commercial. In the light of Brokeback Mountain I can imagine the conversation that must have taken place between the brewery's marketing managers and the advertising team as the new ad was conceived. "Well we'd probably better avoid having just the two blokes together this time, don't you think?"

"Yes, and I think the horses should go too, don't you?"

Sure enough, the new ad sees the return of the familiar grizzly-faced older bloke, but this time with a group of city-dwelling Southern Man wannabes negotiating a high country road in an ancient Land Rover. Do they do enough to earn an iconic "Good on ya mate" from the Southern Man? I won't give too much away but, inevitably, the city boys are given a suitable runaround by our hero.

The ad itself is funny and will no doubt prop up sales of New Zealand's biggest-selling beer brand, but it doesn't tell the viewer anything about the beer. As is usual in most beer ads the product's value as refreshment is stressed, but there's no mention of aroma and flavour, the ingredients, or its ability to be enjoyed with food. Instead, the ad concentrates solely on brand image and mateship. That's fine, but such ads simply reinforce the widely held view of beer as a pale, fizzy, cold, refreshing quaffer.

Those who think otherwise would be well advised to try a bottle of a Kiwi beer with real flavour, like Epic Mayhem. The latest seasonal release from Auckland brewer Luke Nicholas is a hugely hopped, 6.2 per cent, American-style, IPA (India Pale Ale). Southern Man's favourite brew contains around one hop per bottle; Nicholas estimates there are around 26 in each 500ml bottle of Mayhem! You get the idea?

Mayhem is similar to the brewery's multi award-winning Epic Pale Ale but with the volume turned up! Bursting with US Cascade and New Zealand Riwaka hops, there's a heady aroma of tropical fruit, citrus and pine-like notes over a sweetish, biscuity malty background. The grist, which includes British pale ale, and Munich and crystal malts, provides a luscious rich malt base that balances the beer's challenging bitterness.

With a single 500ml bottle of Mayhem costing about the same as a six-pack of Speight's, aspirant Southern Men are unlikely to be impressed, but those seeking flavour rather than just refreshment from their beer should definitely check it out.

But be warned, Mayhem as the name suggests is definitely NOT for wusses!

Cheers!

- The Marlborough Express