Truth in Advertising

One of the outcomes of globalization seems to be that in many parts of the world English has become a trendy language to use on products intended for a non-English speaking domestic market – and over the last few weeks I have also seen German and French used in the same way. Taken within this context, many of the phrases add a level of interest to the items for native speakers of these languages that otherwise would not exist, but usually they can not be expected to be taken literally.

At least that was my view… until I came across this in the store:

Asahi Off beer - and it was


With a name like “off” it had to be tried, and to my great surprise the English label was indeed correct – off was the best description I can come up with for it.

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