To everything, there is a season.
Take beers for example. Nobody in their right mind would drink a light lager at a christmas party, nor would one quaff a stout after a hot afternoon's worth of road work.
Once the needle tips past 30C on the backyard thermometer, it takes a special brew to refresh. Today's active professionals know best, and choose Sleeman's Silver Creek Lager. Blessed with an ethereal crisp taste, you'll think that it was brewed by angels in the great breweries of Valhalla. There's nothing heavenly about the price though; it's a bit steep at $38 / 24 beers.