Since Weasel Brothers©' takeover of seventeen breweries in 1989, the company has had a big stake in beer sales. In order to promote greater consumption of beer, Weasel Brothers© formed the National Beer Association™. Within a very short period of time, an amazing seventeen breweries had enthusiastically signed on as members! The thrust of this campaign was to suggest, in as subtle a way as possible, that beer-drinking is a manly pastime. Through the clever use of design and copywriting, the almost subliminal message is sent: Men who don't drink beer might as well put on a strapless evening gown and spend the evening listening to Judy Garland records.