By Rory Corcoran, Editor in Chief
I was very flattered, today, when my dear friend, Kelly Mescall, endorsed 2Losers on her blog, The Daily Snip.
The latest post on The Daily Snip included a video clip of Kelly’s grandfather, Gerald Mescall (whom is referred to as “Par” by his family). In the clip, Par comments on the latest snowfall to beset Long Island from the front door of his home in Babylon, NY. Yet, I must say that when I watched the video, I noticed that something about Par was amiss. And then it dawned on me…
As Par looked out at the various-shaped snowflakes that descended from the heavens, his thoughts undoubtedly drifted to another icy cold pleasure of his – one which, unfortunately, he is deprived of these days.
That pleasure is Coors Extra Gold, a crisp golden lager formerly produced by Coors Brewing Company. You see, on various occasions, Par and I have sat and ruminated about our mutual adoration for this celestial libation. We have also discussed the ire we both feel over the fact that, in recent years, the beer has seemingly vanished from store shelves in our area.
Upon investigation, I have discovered that Coors is still manufacturing the beer under the name Extra Gold Lager. They do not, however, ship the beer as far east as New York, thus its unavailability to Par. To add further insult, Extra Gold Lager is the only beer manufactured by Coors that is not offered on the tasting-tour at their Colorado brewery.
Coors describes Extra Gold as:
“A rich full-flavored lager that has a deep golden color”
So, why is it being hidden from view?
I can only speculate that poor sales and lack of advertising support caused Extra Gold’s commercial demise. The American beer market is dominated by light beer with four of the five top-selling beers being light beers (Budweiser being the exception). Consumer demand will always control the availability of a product – that’s America – unfortunately, Americans have terrible taste in beer…
…save me and Par.
I have the utmost respect for Par. He has always been a welcoming host during my numerous stays at the Mescall house over the past 8 years. That is why I am making it my mission to not only mimic, but perfect the extra-gold taste we both savor and bottle it under a new name:
Par’s Extra Gold
We don’t need Coors to have a banquet. After all, the only thing more American than scaling back a product’s availability due to poor sales might just be to start your own company in the name of something called good taste.