Viz magazine

Cultural reference used: Newcastle Brown Ale

Viz is a humourous and satirical UK magazine.

One character is known as: The brown bottle, who's secret 'power' is activated when he drinks Newcastle Brown. Instead he gets drunker and drunker, often getting arrested or urinating in a public phone box.

To understand what the joke is you need to understand that the beer is a) from the North-east, a place where males are often aggressively macho. b) The beer has achieved iconic status and is seen as the drink of tough no-nonsense men.