Hipster Red Bull

There is a FANTASTIC article (read: new definition for "soft news") in the Times about Cafe Bustelo's attempts at re-branding themselves into the non-alcoholic PBR. Several things:

• Openly discussing your attempts at manipulating hipsters into championing your corporate product might be hurting your cause

• At Sundance they were handing out the same free samples you see the Urban Outfitters mannequin taking in the photo above, the taste of which was described by Kristin as "hot ham water."

• "In the D.J. booth, Dominique Keegan, 37, alternated between puffs on a cigarette and praise for the coffee’s down-market perfection. “I live on Avenue C, and I go to the Essex market every day,” he said in a half-Irish, half-French accent. “I get my Bustelo coffee for like $2 a half-pound, and I live on that.” Is the best hipster pull-quote of the day.

thanks Kristin!