A shocking survey of US college students has revealed that beer drinking has been deposed as the most "in" thing to spend time doing - by mucking about with an iPod.
About three quarters of the 1,200 quizzed for the Student Monitor poll said Apple's ubiquitous anti-social gadget was "in", beating drinking dangerous quantities of fermented barley into second place, AP reports. Last year, iPod polled well below the mighty ale, getting the thumbs-up from just 59 per cent.
Even sadder for beer lovers is the news that The Drink That Built Empires has been reduced to sharing the spoils for second place with tiresome social networking site facebook.com.
It seems as the great American poet and social prophet Huey Lewis once warned, it finally is hip to be square.
The only other time beer has been dethroned in the Student Monitor survey's 18 years was in 1997, by something called "an internet", but the interregnum only lasted a year. Beer fans responded: "Yeah. So, like, whatever. And stuff." ®