The Friday Mash (Road Atlas Edition)

Ninety years ago today, the first numbering system for U.S. highways was approved. The 21 numbered highways in the initial group included U.S. 60, which ran from Chicago to Los Angeles; it was later renumbered and became the famous “Mother Road”, U.S. Route 66.

And now…The Mash!

We begin at the Samuel Adams brewery in Boston, where hundreds of fans lined up to buy bottles of limited-edition “Big Hapi” beer, brewed to honor now-retired Red Sox slugger David “Big Papi” Ortiz.

Beer aficionados reacted furiously to TV food and travel personality Anthony Bourdain’s comments likening the clientele at a San Francisco beer bar to the “(expletive deleted) Invasion of the Body Snatchers”.

A court in Stuttgart, Germany, ruled that breweries can’t use the word “bekömmlich”—“wholesome” in English—in their advertising because European Union regulations prohibit health claims in alcohol ads.

Dogfish Head Craft Brewery will start canning its beers later this month. Brewery CEO Sam Calagione is now convinced that canning technology can deliver a consistent, high-quality product.

The YouTube channel Celebrities in Golf Carts is trying to bridge the generation gap between Baby Boomers and Millennials with a new sport called Beer Pong Golf.

Dissatisfied with local distributors, Massachusetts’ Night Shift Brewing created its own distributorship. It’s offering breweries friendlier contracts, more personal attention, and deliveries of fresher beer.

Finally, in 1987, a Heineken retailer spread the untrue rumor that Mexican brewery workers urinated in containers of Corona Extra beer. That resulted in a lawsuit, and a public statement denying the rumor. Ten years later, Corona surpassed Heineken as America’s number-one imported beer.

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