I was under the impression that a major problem in "translating" a foreign beer to the American market was the strict adherence of %alcohol to appelation: beer - malt liquor - wine - fortified wine - brandy, etc. Somehow, also, Americans fell in love with ICE; beers and mixed drinks are served in a fridgid state and it's difficult to taste any flavours. To ask for two fingers of Scotch and a small pitcher of water on-the-side with no ice creates quite a scene! That, or a beer from a case in the cold-room that hasn't gone into the cooler.