That's gospel according to an Advertising Age article which discussed the results of a study on what your brand of beer says about you. Beer can definitely make you say some stupid things, but I'm not sure how much it says about you. Does it?
adage.com/article?article_id=140106
Read the article, and the descriptions sounded less like solid market research and more like those facebook quizzes: What brand of toothpaste are you? What Star Wars character are you? etc. I can't decide if the author was writing a market research piece or a human interest fluff piece...
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