In March 1987, hoping to capitalize on the Max Headroom craze, Fillmore Brewers of San Francisco introduced a pilsner beer that was 95% sudsy foam "head," with just a small amount of liquid beer at the bottom. Several rounds of focus groups indicated that there might be a ready market for an all-foam beer among weight-conscious college students, but the Fillmore team failed to account for the fact that all the beer used in taste-testing was drafted from a keg into glass mugs. The nationwide roll-out of A.F.P. quickly ran into difficulty when consumers realized how difficult it was to get the foam out of a bottle or can.
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