Ignoring the caloric impact of a few sixers over the weekend is going to be a lot more difficult now that Big Beer has signed on to post calorie counts and other nutrition facts on their labels. Anheuser-Busch, MillerCoors, HeinekenUSA, Constellation Brands Beer Division and other carbonated piss water pushers released a statement yesterday to "display specific consumer information" on bottles and cans of their product. The summer is now ruined.

"Beer is the most popular alcohol beverage in the United States," notes Beer Institute CEO Jim McGreevy, failing to grasp that the tiny escape from the realities of a "good diet" are part of the appeal. "Providing meaningful information will ultimately empower the consumer when making decisions regarding the beer beverage of their choice." Stella drinkers aren't going to switch to Budweiser to save the difference of nine calories, guys, come on.

The brewers involved in the new label disclosure comprise over 81% of the beer market, a sobering thought indeed. They'll join chain restaurants in the practice, who are required by the FDA to list the nutritional makeup of whatever it is that passes for food there. Nobody really looks at calorie counts anyway, and if you're poisoning your body with Molson Ice do you really GAF about the impact to your daily calorie allowance?

The new voluntary measure is expected to be implemented by 2020, so chug in relatively blissful ignorance until then.