There are three essential steps to the April Fools Day Prank:
Step 1: Make your subject look and feel as foolish as possible.
Step 2: At the moment of peak embarrassment, reveal yourself.
Step 3: Point, laugh, etc.
Shock Top's done the classic approach one better. Oh, it'll make you feel foolish. The fact that its Virtual Sip
app will be having beer lovers licking and smelling their smartphone fully accomplishes the first step. And yes, after it convinces you that you'll be able to taste or smell a beer on your phone, it reveals itself with a video. So step two can be checked off. It's the third that sets itself apart. Instead of the point and laugh (which usually would be sorely missed), it actually points you in the direction of nearest spot where you can obtain and actual beer. Truth be told, it's almost like an April Fools Day gift.