Lance goes to the Costco near his house in Austin, TX twice per month and picks up a case of Newcastle and a case of Bud Light for his “beer fridge” in the garage.  When the neighborhood guys come over to talk about his new, fully-loaded F150 (at least weekly), he enjoys offering either a Bud Light or a Newcastle and watching them reluctantly choose the Bud Light (“I don’t know Lance, maybe one day I will like that fancy brown crap, but right now I’ll just take a can of Bud.”)  Although Lance is not necessarily a big fan of the taste of Newcastle, the purchase price is worth the self-serving sense of superiority of being more "advanced" than his neighbors.