By now I think everyone has heard of Movember, where dudes (and sometimes ladies) grow moustaches in support of cancer research. I may or may not participate this year. I haven’t shaved in November yet, so I’m still a candidate. It’s just that my wife hates moustaches and I want to continue having sex. Also, I’d rather just give money to cancer research than grow a (some might say attention seeking) moustache. Anyway, we all know what Movember is.
Rickards, a MolsonCoors ‘craft’ brand, has recently launched a Movember campaign by assigning each of their beers a moustache. I really hope Rickards is actually contributing financial support to Movember and not just capitalizing on the hype. Either way, you have to spend that marketing budget somehow, right? Below is some of the press info Rickards sent me. I also found a youtube video of what I assume is a Rickards commercial wherein two men mate their moustaches. Enjoy.
Rickard’s Red: Imperial
- The Beer: This full-flavoured Irish-style ale holds a distinctive ruby-red colour. The fusion of three roasted malts combined with the sweetness of brewer’s caramel balances out the bitterness, giving it an incredibly smooth finish. These sweet malty flavours make it an ideal pairing with grilled meats, bean-based dishes and comfort foods.
- The ‘Stache: The imperial tends to be a large moustache growing from both the upper lip and the cheeks. Sometimes the whiskers from the cheeks are style pointing upward. The imperial was made popular in 18th century England, but famously worn by singer Frank Zappa.
Rickard’s White: Walrus
- The Beer: This unfiltered Belgian-style wheat ale holds mild hints of ground coriander and dried orange peel, which mingle to create a light spiciness that ends with a refreshing finish. The zesty spice and citrus notes are best enjoyed with light flavourful foods like seafood dishes and salads of any style. Try it with an orange slice to really bring out the citrus flavour.
- The ‘Stache: One of the most recognizable styles, the walrus moustache is very bushy and can hang down over the lips and sometimes will cover the entire mouth. The walrus was famously worn by actor Wilford Brimley and Albert Einstein.
Rickard’s Dark: Chevron
- The Beer: This English-style porter is rich and creamy with a smooth finish that holds just a hint of pure Québec maple syrup. It has an elegant roasted character that pairs well with braised dishes, cheese, and a wide range of desserts.
- The ‘Stache: The chevron is usually worn quite thick and wide and tends to be worn long to cover the top of the upper lip. The chevron was famously worn by Tom Selleck and Burt Reynolds, just to name a couple.
Rickard’s Blonde: Handlebar
- The Beer: This German-style pilsner is specially crafted with a unique blend of four hops for a refreshingly flavourful taste and a clean finish. Its lively hop character provides the perfect complement to white meats and sausages, and pairs well with dishes with a spicy kick.
- The ‘Stache: A handlebar moustache tends to be quite bushy and must be worn long enough to curl the ends upward or the ends grow downwards toward the chin. The downward turned handlebar was made popular in the late 19th century by Wild West figures like Wyatt Earp, but recognized in modern day for wrestler Hulk Hogan and baseball great Rollie Fingers.