The boom in the craft beer industry has expanded the market to include thousands and thousands of craft beers.

This seemingly endless choice of variety has come complete with beer geeks, whose obsession with the culture has spawned its own language.

It’s also upped the stakes for hipster breweries who seem to be competing to find the most out-there branding for their product.

‘Even More Jesus’, ‘Hoppy Ending’, ‘Bitter Woman’ and ‘Space Station Middle Finger’ are real brands that come to mind.

Edgy.

The latest prize for least self-aware and most offensive craft beer name, however, goes to The Manhattan Project Beer Company, a Texas-based company who decided to name one of its beers after the Bikini Atoll, a site of extensive US nuclear testing.

Here’s TIME:

Between 1946 and 1958, the U.S. relocated Bikini Atoll’s residents before detonating 23 atomic and hydrogen bombs on the islands. The testing on Bikini Atoll had blasts that were 1000 times more powerful than the bombing that took place in Hiroshima and Nagasaki in 1945, the consequences of which are still being felt today.

Bikinians were allowed to return to their home in 1969, but were subsequently evacuated in 1978 due to high levels of radiation. To this day, they are still displaced from their ancestral home, since the atoll is still uninhabitable.

To give you an idea of just how bad things are there –  a study from the Center for Nuclear Studies at Columbia University found that radiation levels on parts of the Marshall Islands far exceeded that of Chernobyl.

Marshall Islanders still get exposed to levels of radiation that have led to deaths, cancer and birth defects.

Many online took issue with the seemingly glib use of a horrific — and ongoing – trauma to sell beer, with some even going so far as to compare the naming of the beer after Bikini Atoll to other fatal incidents like the September 11 attacks. There have been calls to boycott the brand and a petition for grocery stores to stop carrying the beer.

The Manhattan Project Beer Company then made things worse by publishing this response on Twitter:

Because nothing says socially conscious like an overpriced craft beer marketed to hipsters, amirite?

Look, I prefer my beer simply named, light and refreshing. If it comes with a positive message, like celebrating freedom under the sun, then that’s even better, and Sol Beer is basically sunshine in a bottle.

The Takeout’s Kate Bernot did a blind tasting of a range of Mexican beers, both craft and commercial, to determine the best Mexican beer on the market.

Sol Beer came out on top, unsurprisingly, as it has embodied the authentic essence of Mexico since 1899.

It didn’t need to shock or impress with an “edgy” name – the authenticity of Sol speaks for itself.

No competition.

[source:time]