It's not a new thing anymore. Apparently you can't sell beer without putting in some sort of sexual visual or innuendo. The most recent ad to enter into this now typical strategy is Montreal brewer Molson Inc. for it's new "super-premium" beer from Brazil, A Marca Bavaria.
One of their ads in particular is creating quite a stir, especially among women viewers. Check out the story from the Montreal Gazette here. And check out the commerical...
Update: - 19. April 2005 Bottle voodoo between Bavaria and Brutal Fruit Badlanded!
And.. Denver Deo copies Bavaria from every angle.... - badlanded again!