The Rubesletter by Matt Ruby 💎

The Rubesletter by Matt Ruby 💎

Why did beverages get so damn aggressive?

Watch out, snowflakes. Macho drinks want to dominate your thirst. // Also: Israel, Elon, AI, Sam Harris, Kurt Vonnegut, and more.

Matt Ruby's avatar
Matt Ruby
Nov 21, 2023
∙ Paid
11
8
5
Share

Even our beverages have gone totally aggro.

Think about it: We used to have soft drinks, now we have hard seltzer. And then there’s Twisted Tea, Monster Energy, Nasty Beast, High Noon, and Black Rifle Coffee.

Black Rifle Coffee!? That’s right, even our coffee sounds like a school shooter now. That’s messed up. What’s next? “Hey, buddy. What ya drinking?…

Keep reading with a 7-day free trial

Subscribe to The Rubesletter by Matt Ruby 💎 to keep reading this post and get 7 days of free access to the full post archives.

Already a paid subscriber? Sign in
© 2025 Matt Ruby
Privacy ∙ Terms ∙ Collection notice
Start writingGet the app
Substack is the home for great culture