At €18.88 a case, the semantics of its pricing must have already caused some annoyance in a Germany that takes a hard line against Nazi symbolism. Although the A(1)dolf H(8)itler who was greeted with great cries of H(8)eil H(8)itler! did not drink any alcohol and especially not beer, his qualifications as a master stirrer surely could have landed him a top job in a brewery. In a Europe in crisis, unable to collectively manage the calamity of the migrants coming from the south, Nazism is regaining popularity and is proving the leader among the growing constellation of populisms that are no longer hiding fearfully in the shadows since new pseudo-threats have come along to mislead Europeans tired of being at peace. Notwithstanding the German authorities’ offence at the marketing of a product referencing a Third Reich that might have lasted only twelve years, but will certainly live on for a thousand in the collective consciousness, record sales of the “Deutsches ReichBräu” beer have proved that, these days, “no one cares.” Perhaps, after all, it’s just down to beer’s double-effect of being both an upper and a downer.