SHOT, the gateway beer

Why do I do this? I probably ask myself this most often when I am about to try a new beer. Its not just about grossing myself out; what interests me is the marketing; who the brewers are vs. who they're trying to be perceived as. I found SHOT EYE FOR AN I at GOBM for 5.99/12pk, so let's review.

First of all, I don't have any idea what "EYE FOR AN I" even means, I don't even want to go there. Let's just all agree that it doesn't make any sense, and move on. Aside from that little head scratcher, the box boasts all sorts of things, "This Ain't Your Dad's Beer"; "Premium" neither statement seems to be based on any reality. SHOT beer, according to a 2013 press release, is being marketed to young adults, 21 - 35 who want to drink, but are not ready to drink the hoppy, craft brews everyday. Its a gateway beer. This is the opposite marketing strategy to beers like Schlitz or PBR, where they're relying very heavily on nostalgia for 'cool factor'. This beer is hoping you'll drink it because it looks new and different. But unfortunately, the design is terrible. It looks like a Halloween beer, black and red label, with a sort of "I'm looking at you through the keyhole of the attic, where I've been kept hostage for the past 11 years" eyeball stamped all over the place. FOR NO REASON. Either they spent way too much time focus grouping this, or none at all. 

If you visit their website (good luck finding it) you will find very little about the beer, actually nothing about the beer, but TONS of opportunities to invest in the company. It reads like a timeshare pitch.

Pours nearly flat.No lacing. It calls itself a Pilsner, but its really just another American Adjunct, and like most American Adjuncts, I suggest NOT pouring into a glasses, so you can avoid having to smell it. Sweet, in a bad way, but it doesn't linger in the mouth very long. Just drink it quickly, is sweetens as it warms. 

There is apparently a "Shot Lyte" which is marketed toward women. I can't wait to see THAT at my local bargain grocery store...

Not terrible. Solid C.