Air's hydraulic jetpack marketing gimmick is getting a lot of buzz.

And what about that effete forerunner of Air, the clear malt liquor drink of the '90s that became a famous running joke? Is Air just a zombie Zima? Or is it zomething different?

Garver laughs again. "I can certainly see where that comes from, but Air has like one third the calories and alcohol content of Zima, and it's much more versatile. We have no added sugar so we're a lot more healthy.

"Well, I guess I don't know if you can ever get healthy drinking an alcoholic product. But we're certainly aiming to make you feel lighter."