The beer bottle label is grossly misappropriated real estate. When sold as a six- or twelve-pack, the bottle label is hidden by the outside packaging. And nobody buys a single bottle of beer. So why not use the label for something more than null-advertising? We drink for the morning after stories over greasy breakfast, so why not pull those stories back by a few hours and give them when drinking? The content of the stories could be anything from true life tales of drunken debauchery, to short fictions that somehow involve drinking, to short bios of famous authors (and their drunken exploits), to stories that incorporate the unique canvas (stories about glassblowers or, if drinking a red ale, vampires). For those advertising traditionalists, the label facade could be left intact, reserving a hidden underside for the story. Think the way cigarette cartoons often display coupons. Attention investors: money please!
