Those who are obsessed with beer may sympathise with my
habit of squinting at the labels on Hollywood’s beer bottles. “What beer are
they drinking?” I wonder. “The label definitely says IPA, but what’s the
brewery?” Probably the most exciting moment in the rather silly Tammy was seeing Susan Sarandon’s
character, Pearl, grab a six pack of Dale’s Pale Ale from the fridge before
heading out on a road trip. The effect, for someone who recognises the brand,
is distancing, and takes you out of the world of the film. How did that get
there? Is it a bizarre piece of product placement paid for by Oskar Blues? More
likely is that someone in the props department is a fan and wanted to give a
little nod to their favourite beer. Anyway, the filmmakers don’t want you to
ponder these details — the beer is there to communicate that this raunchy
grandma likes a drink. It’s meant as beer, any beer, not intended to signify
anything other than a carefree, thrill-seeking quality in Sarandon’s character.
Sometimes, though, the style or brand of a beer is carefully
chosen. In David Lynch’s Blue Velvet,
Jeffrey (Kyle MacLachlan) enthuses, “man, I like Heineken!” as he and Sandy
(Laura Dern) drink in a dark, neon-lit bar. The word ‘imported’ on the bottle’s
label is prominently displayed. Sandy confesses she’s never had it before, to
which Jeffrey replies “you’ve never had Heineken before?” in disbelief. The
psychotic Frank Booth (Dennis Hopper), with whom Jeffrey becomes mixed up, has
simpler tastes. “Heineken?” he howls, “Fuck that shit! Pabst! Blue! Ribbon!”
PBR is the perfect brand for Blue Velvet and for David Lynch in general. Its clean, red-white-and-blue
branding has an air of Americana about it, suggestive of the white picket fence
suburbia. But it’s not entirely wholesome, either. The fact that the brand
takes its name from a prize supposedly awarded in 1893, already almost a
century old by the time Blue Velvet
was released, suggests faded glory if not outright decay. It’s a cheap beer,
associated with dingy dive bars (the film predates PBR’s renewed popularity as
hipster affectation) and therefore leaning towards the dark underbelly of American
suburbia. Blue Velvet announces its
intentions with an opening sequence in which the camera, having registered a
freak accident as Jeffrey’s father waters his garden, descends below the
manicured lawn and into the insect life below. Pabst Blue Ribbon embodies the
tension between the façade of squeaky-clean public respectability and the
darkness and sadness that lies behind closed doors.
As David Foster Wallace notes in his essay on Lynch, Blue Velvet frequently draws visual
equations between Jeffrey’s father, lying in a hospital bed on assisted
breathing apparatus, and Frank Booth, who huffs a mysterious gas from a medical
face mask. These visual rhymes suggest a
lineage between Jeffrey and Frank that the younger man doesn’t want to admit. As
he finds himself increasingly caught up in Frank’s violent world, Jeffrey is
disturbed to find darkness within himself, too. The imported Heineken is an
affectation, a liquid equivalent of the earring he dons throughout the film. He
likes to think of himself as sophisticated and cosmopolitan, separated from
conservative father figures like Sandy’s Bud-drinking Dad and especially from nightmares like Frank.
The horror of Blue Velvet is the
suggestion that Jeffrey is, deep down, a good old fashioned, PBR-drinking
American sadist.
In the French-Canadian comedy The Decline of the American Empire, a group of affluent,
sexually-liberated academics discuss life and sex, culminating in an elaborate
dinner party. As they embark on their feast, they are unexpectedly joined by
Mario, a punk-ish young man of limited intellectual ambition who is physically
involved with Diane, one of the guests. Mario is clearly not of their class or
sophistication — refusing the host Claude’s offers of coulibiac fish pie, Stilton and, finally,
wine, his request for a beer finalises the perception of his common-ness. Claude
obliges, fetching him a Pilsner Urquell and a flared, vase-like glass. The
imported beer (which Claude points out he enjoys only “occasionally”) is not to
Mario’s tastes — “what’s with this beer?” he asks. To ask for beer at all is
one marker of status, to refuse such a tasteful selection another. Although
Mario is an unpleasant character, I feel for him as he sips, thoroughly
patronised, on his Czech lager — everyone at the table looks at him as if he is
of another species. But he, too, is dismissive and small-minded and makes judgements
of character based on the contents of the glasses around the table.
To use beer as a signifier of class and taste would be more
complicated today. Imported pilsners (few as distinguished as Urquell) are
perhaps more mainstream in modern Britain than they would have been in 1980s
Quebec, but amongst casual lager drinkers, they still carry a suggestion of
premium-ness — there is a perceived difference between ordering a Peroni and a
Fosters, even if beer geeks find both just as offensive. But equally, I could
imagine a scene similar to The Decline of
the American Empire’s climactic dinner party in which an unexpected guest
is offered an IPA and complains that its “one of those grapefruit beers”. Whilst
beer isn’t perceived as so impenetrably middle class as wine, it can at times
be just as expensive, inaccessible or even elitist. Even as beer diversifies
and grows, we still assume that the beer we drink says something about us. We should take extreme care in such assumptions — beer is for everyone, every
beer has its place, and no beer is entirely right whilst another is entirely
wrong.