Oak-Aged Stella Artois?!?

Um, What?

“It will drive the frequency of purchase by ensuring more occasions can be met by premium lager and will also drive shopper interest and penetration by encouraging more consumers from other categories to buy into it," he said.

Ugh. That's some of the best (and worst) marketing-speak I've read in a long time. It doesn't entice me to purchase any, but I'm curious as to which "occasions" can be met by premium lager...

I suppose I should withhold judgment until I actually have a chance to try some, but I take this as a sign that the whole "oak aging" thing has gone way too far.