Boston Beer, though fast-growing, is wildly expensive.

FORBES: Pass On The Bud, Order The Microbrew

For example, categories like fast food or beer rely less on strong affiliation among their users but can still tap into social currency by helping others to learn from each other (beer) or by strengthening the identification level with other patrons (fast food).

FORBES: How Strong Is Your Brand In The Social Context? Here's How To Find Out

Adding a layer of absurdity, reports circulated that the Sox's off-day pitching staff drank beer and munched on fast-food chicken during games.

WSJ: Jason Gay: The Jets Are the Red Sox Without the Beer

And if beer, why not fast food?

ECONOMIST: Dieting

Up in the top deck, clusters of fans swayed and sang along with anthems like "Beer in Mexico" and "Living in Fast Forward, " though it was almost impossible to focus on the tiny singer onstage whose image was multiplied on video screens seven stories tall.

WSJ: Kenny Chesney: King of the Road

If you move fast, you can be drinking the new beer during the game, when most of the country is learning about it for the very first time.

FORBES: New Budweiser Beer Debuts Today - And At Super Bowl

The new soft drink-like packaging helped fast-track bottled water's growth past milk and beer.

WSJ: America's new love: Water