June 17, 1999 -- And you thought that Wanker, Bad Frog ("he just don't care") and Babe were unfortunate beer brand names? Well, courtesy of a new Melbourne, Australia-based company, prepare yourself for Piss.

According to a June 17 newspaper report in The Australian, the Piss Beer Company has developed their eponymous brand "to cater to students disillusioned with the slick marketing efforts of the big beer brands." The beer began life as a draught-only brew and has recently been launched in bottled form.

The story in The Australian, penned by reporter Andrew McKenzie, quotes Piss Beer Co. owner Chris Hodges as saying that he believes there to be a market for an unpretentious beer that stands out because of its sense of humour. "Our research showed young drinkers found most existing brands dull," he says, "They wanted a beer they could relate to and claim as their own."

Piss is being promoted via a series of late night television commercials and is served with lemon stuck into the neck of the bottle. Currently, the brand is only available in a handful of Melbourne pubs, but Hodges hopes that distribution could be expanded shortly.

There is no mention in the report of the beer's flavour, but one can only hope that it doesn't taste like...well, you know.

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