As my friend with 25 years in marketing says, "it's not the product, it's the packaging...."
http://www.telegraph.co.uk/news/newstopics/howaboutthat/7904698/Beer-to-be-sold-in-dead-animals.html
Slainte
http://www.telegraph.co.uk/news/newstopics/howaboutthat/7904698/Beer-to-be-sold-in-dead-animals.html
Slainte