Last summer I was entertaining a no-nonsense Belgian acquaintance when we began eagerly discussing beer. He said IPAs were starting to gain traction in his hometown, and he'd liked the few he tried. I proudly pulled my 'fridge open and offered him a Torpedo Extra IPA, my favorite; he took one swig and looked like he wanted to spit it out. "No," he said, unapologetically wiping his mouth. "No, this is much too bitter."

That we all have different tolerances for bitterness isn't surprising. But one microbrewery, Quebec's Farnham Ale & Lager, came up with a surprising way to reflect that at last year's Quebec Beer Festival. They contracted local creative agency LG2, who devised a vending machine that dispenses beer when you scream into it. The louder you scream, the more bitter the beer it provides. I know it's a Friday, but turn those speakers down before clicking on the vid:

I want to see a version of this for wine and opera singers. There'd be broken glass everywhere.

Anyways, I have to finish my story from above. The next day the Belgian gent returned and proudly presented me with a bottle of Belgian beer. I tried it, smiled, and secretly felt that it tasted like apple juice.