Make it alcoholic! No wait, make it milk for school lunches! Fuck it, we’re drunk, do whatever.”
We recently waxed the-opposite-of-poetic about Coca-Cola produced beverages that we found, to put it politely, shitty as shit. In doing our research for that article, we stumbled across a single product, available from 2003 to 2005, that we felt belonged on our list, until a quick look at its history let us know that, no, this drink is wonderful, and the most American thing we can think of, and we wish we had it today.
That drink is Swerve.
Swerve is a milk drink, but it’s so much more. It’s a microcosm of the product development process of modern day American consumerism. It’s an opportunistic combination of bad ideas and impractical dreams. It’s beautiful and it’s ugly and it’s everything about America, all mixed together into a sweetened milk drink.
Let’s talk about Swerve.