Brewer: The Hite, South Korea

Beer is not good for you. In large enough quantities, it has the invariable tendency to kill you and thus gussying it up as a health food defies explanation. Labeled as the “Stylish beer with fiber”, Korea’s Hite Exfeel-S attempts to market a beer that is just as good on the way in as on the way out, and as far as I could detect, fails on both accounts. According to the press releases, “Exfeel” is meant to be a portmanteau of “excellent feeling” and the “S” is meant to stand for S-line, a strange Korean term for having the perfect hourglass figure rather than a letter to be appended to the start of “Hite”.

Hite says: “Smooth & light premium beer exclusively designed for well-being of young generation.”

I say: By adding an invisible fibre, Hite seems to have rendered the beer almost perfectly flavour-free. Lightly carbonated, no head retention. Golden colour cleverly distinguishes it from water with Braille embossed onto the bottle to help the visually-impaired come to the same conclusion. Perfect argument against low-calorie beer.

Presentation:1600ml plastic bottle