When it comes to beer, pilsner is the style of choice for the vast majority of American males. It's the taste of Bud, Miller and Coors, and you'd be hard pressed to tell them apart. Rolling Rock is a pilsner too, and its taste is only slightly different than the other guys. We were scratching our heads for a while on this project, until we hit on the idea that sometimes a little difference can make all the difference.