It is a millet-ale beer made from fermented yeast and wheat and European men are flocking to Bulgaria in droves to buy it.
Previously, high tariff taxes kept this beer out of the price range of most consumers. But with the European Union accession, the taxes were lifted.
Now shopkeepers, shoppers and bar owners are snapping the brew up, primarily because of its reported ability to augment breasts. They are "keen for their wives and girlfriends to benefit" from its effects.
Remarked one Bulgarian man, "I've bought a case for my wife to try out. I really hope I see an improvement."
Do you think if this beer augmented penises, women would be flocking to buy it for their husbands and boyfriends?