The more things change. . .

In 1971, several small and regional brewing companies introduced new beers aimed at "young adults" who were willing to experiment with "all sorts of beverages of an alcoholic nature."

From Pittsburgh Brewing Company came "Hop'n Gator," described as "a distant cousin of Gatorade" but with 25% more alcohol than beer. (No word on how or why Hop'n qualified as a beer ...) National Brewing introduced Malt Duck.

Hamm Brewing launched "Right Time" two colors, red and gold. The red version, with a fruity sweet flavor was for "girls." The "tart" gold version was for "boys.". Hamm executives believed they had a hit on their hands: Early sales figures indicated that "Right Time" appealed to young drinkers, "blacks, Mexican-Americans, and to some people in the 50-to-60 set."

And then there was "Lime Lager" brewed by Lone Star Brewing Company of Texas. Lone Star aimed the new brew at the beer drinker who "doesn't like the taste of beer but likes lime."

As far as these small regional brewers were concerned, drinks like these were the key to survival. "We have to bring out new products or we'll be buried by the giants," explained one brewery representative.

And hey, apparently that Lime Lager was a good idea!

Source: "Advertising: Something Sweet Is Brewing," New York Times, March 31, 1971, p. 73.