Real Marketers of Genius?

Regarding the beer advertisements bragging about their product's "drinkability:" what focus group thought that was ok?

Saying that a beer is "drinkable" would seem to be the beverage equivalent of saying that a food is "edible." If someone asks, "How's that sandwich," and the reply is, "Well, its edible," that's not exactly a compliment.

So, is saying that a beer has "drinkability" really effective marketing?

"How's that Bud Lite?"

"Ah, its drinkable."

Bring back the frogs.

For the record, The Oracle finds all beer to be undrinkable, unpalatable, and lacking in drinkability, so he doesn't have a beverage in this fight.