The UK’s average lager lout probably doesn’t know what contemporary art is. Come to think of it, neither does the Diary.
So the latest partnership between San Miguel and britart.com, the website of young and aspiring artists, must surely be viewed with a touch of scepticism.
Coming to a pub near you soon: art as beer mats, inspired by a similar promotion run in Spain for San Miguel lager.
The Diary will leave you with a gem from one inspired Damien Hirst wanabee, talking about his (or her work) work.
Eftihis Patsourakis – one of the artists whose work is featured on the beer mats and who “takes the logos of multinational corporations, strips them of colour, and through repetition, reflection and recombination turns them into the rhythmic motifs of his prints, drawings, and installations” – says: “San Miguel quenches the thirst while igniting the friendships where passions and ideologies are forged.”
The Diary has been assured you’ll know what it means after ten pints. The same as it did when you were sober: complete bollocks.