Viewpoint: Michelob’s ‘Pure Gold’ organic beer won’t preserve your health or the environment

michelob ultra pure gold
This article or excerpt is included in the GLP’s daily curated selection of ideologically diverse news, opinion and analysis of biotechnology innovation.

Beer companies often use sex to sell their beers, but Michelob Ultra is reinventing the beer commercial by advertising something else millennials crave: health.

The company’s Super Bowl commercial for its organic Pure Gold beer has all the trendy elements. It features up-and-coming celebrity Zoe Kravitz wearing a sexy tropical sarong. She’s sitting on a wooden platform built into naturally pristine mountains overlooking water. And she’s whispering into the microphone to mimic the autonomous sensory meridian response techniques made popular on YouTube (some viewers claim ASMR gives them a tingling sensation). This is “beer in its organic form.”

The organic label has gained popularity but not for what it really stands for. The National Organic Program is regulated by the Department of Agriculture’s marketing branch. The program dictates production methods. But those methods aren’t necessarily better for the environment, namely because they often require more resources to produce less food. Despite popular belief, organic farmers can, and do, use pesticides.

Related article:  FDA rejects Center for Food Safety objections to key ingredient in GMO Impossible Burger

Neither is organic produce any safer, healthier, or more nutritious. Numerous scientific studies have found that conventionally grown produce is just as healthy as organic options, and they generally cost a lot less.

Read full, original article: The pseudoscience behind Michelob Ultra Pure Gold organic beer

Outbreak
Outbreak Daily Digest
Biotech Facts & Fallacies
Talking Biotech
Genetics Unzipped
sperm swim

Video: Sperm are ‘spinners not swimmers’—because they are lopsided

Research by fertility scientists in the UK and Mexico challenges the accepted view of how sperm “swim”, suggesting that it ...
mag insects image superjumbo v

Disaster interrupted: Which farming system better preserves insect populations: Organic or conventional?

A three-year run of fragmentary Armageddon-like studies had primed the journalism pumps and settled the media framing about the future ...
dead bee desolate city

Are we facing an ‘Insect Apocalypse’ caused by ‘intensive, industrial’ farming and agricultural chemicals? The media say yes; Science says ‘no’

The media call it the “Insect Apocalypse”. In the past three years, the phrase has become an accepted truth of ...
breastfeeding bed x facebook x

Infographic: We know breastfeeding helps children. Now we know it helps mothers too

When a woman becomes pregnant, her risk of type 2 diabetes increases for the rest of her life, perhaps because ...
biotechnology worker x

Can GMOs rescue threatened plants and crops?

Some scientists and ecologists argue that humans are in the midst of an "extinction crisis" — the sixth wave of ...
food globe x

Are GMOs necessary to feed the world?

Experts estimate that agricultural production needs to roughly double in the coming decades. How can that be achieved? ...
eating gmo corn on the cob x

Are GMOs safe?

In 2015, 15 scientists and activists issued a statement, "No Scientific consensus on GMO safety," in the journal Environmental Sciences ...
Screen Shot at PM

Charles Benbrook: Agricultural economist and consultant for the organic industry and anti-biotechnology advocacy groups

Independent scientists rip Benbrook's co-authored commentary in New England Journal calling for reassessment of dangers of all GMO crops and herbicides ...
Screen Shot at PM

ETC Group: ‘Extreme’ biotechnology critic campaigns against synthetic biology and other forms of ‘extreme genetic engineering’

The ETC Group is an international environmental non-governmental organization (NGO) based in Canada whose stated purpose is to monitor "the impact of emerging technologies and ...
Share via
News on human & agricultural genetics and biotechnology delivered to your inbox.
Optional. Mail on special occasions.
Send this to a friend