That said, the Kirin Beer website benefits from the simple principle

It is refreshing to note that Kirin has impressively managed to dodge two stereotypes. Firstly, it has opted against insipid tailgating-wet-dream beer stereotypes, instead choosing to soundly moor itself to the motherland’s loopy aura of dragons and Shinto exotica. Secondly, Kirin has chosen wisely to avoid capitalizing on – for the most part – the most hackneyed aspects of Japanese culture. For the most part because, regrettably, the asinine “Lucky St.” link takes users to an interactive page describing the 12 animals of the zodiac and their respective characteristics. Which one are you?! The zodiac feature does manage an attempt at redemption by explaining the favorite beers of each of the twelve ancient critters. However, it’s gladly reported that nowhere to be found is the potential win-a-t-shirt-for-the-best-Kirin-haiku contest.

The “K-Gear,” “Party Favors,” “Kirin Connect” and “Cold Storage” links are modus operandi for beer sites, but at least acknowledge being nothing more so. The erroneously named “Kirinology” link offers the most engaging and gratifying surprises both histrionic and historical, spoof and substance. In paralleling the 2,500-year-old legend of its muse to our favorite infatuated ‘toon skunk Pepé, Kirin demonstrates its realization that its target audience lies somewhere between a Backstreet Boy and a congressman. Filled with other pointless, yet entertaining, bits of advice, the site even tells us that it is okay to be a lousy boyfriend as long as you’re drinking Kirin. This is the kind of unexpected material that forces an embarrassing chuckle and the question, “Am I really laughing at a beer site!?”

On its half-goof half-sincere “timeline” feature “Kirinology” gets extra credit and a nod of deserved respect for not skipping the issue, and listing 1943 as “Wartime, and restrictions on beer limitation go into effect until 1949.” It is notable because Kirin really did not have to seriously acknowledge this most-prickly subject, and, whereas it chose to snicker elsewhere – 1957, Kirin helps Sputnik by spiking the rocket fuel with extra hops – it bravely bowed its head to WWII.