Look, I don’t know much about marketing or branding or indeed Belgium, but it seems to me that if I were trying to come up with a name for a premium strong Belgian beer I wouldn’t have chosen ‘OJ.’
Because either it makes you think of orange juice which is not very beer-positive, or it makes you think of OJ Simpson, the man acquitted of murder. Possibly it makes you think of both.
A little light research (i.e. my faithful reader Joel Turner tells me) OJ actually stands for Odo Joost 'one of the world's strongest men' but so far I haven't been able to find any reference to him that doesn't also related to the beer. Further sleuthing may be required.
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