Google + Beer Brewing = Google Beer Goggles?

Google beer has finally arrived. You might assume the beer should be known as Google Buzz'd, as a word play on Google Buzz, but actually the limited edition beer, being produced by Dogfish Head brewery and a number of Googlers, will be called URKontinent.

Here's how the brewery's website describes the beer:

google-urkontinent"URKontinent is brewed in the style of a Belgian Dubbel. It begins with Pilsner, Munich and Chocolate Malts and Belgian Dark Candi syrup. Then we add unique ingredients from around the world. Wattleseed from Australia imparts a chocolate, coffee, and hazelnut taste to the beer. Toasted Amaranth from South America gives it an earthy, grainy flavor and a little additional roast flavor. Green Rooibos from Africa contributes a floral aroma and slight astringency. Myrica Gale from Europe supplements the bitterness from minimal hopping. Hive Plex Honey from California adds a subtle sweetness while maintaining the dry finish.The careful combination of all these ingredients creates a complex dark Belgian style ale with wonderful coffee and chocolate covered cherry flavors. The roastiness of the malt and wattleseed melds with the fruity esters from the yeast, the floral notes from the rooibos, and the malty yet dry signature of a Belgian Dubbel. Perfect to enjoy with friends as the weather begins to cool."

While Googlers helped suggest ingredients, the company actually provided one - honey produced at the Hive Plex.

The video about the creation of the beer successfully promotes the two companies – with the CEO of Dogfish Head even uses the name URKontinent to tie back to Google. URKontinent refers to the first realization that our continents once fit together, just like Google brings all the fractured information on the web together in a cohesive order.

The brewery has used another early continent for a beer version previously – Pangaea.

It is also the suggested drink for Google Hangouts. When they include Goggles, I may change from Heineken.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.