The Next Great Idea?

by Chérie L. Turner

There are those rare, magical moments when a product is so good, so needed, it rightfully becomes an instant sensation. The newest such début is, of course, the Beer Belly. Simple, practical and comfortable, the Belly is a one-of-a-kind, need we say ingenious, hydration fashion accessory.

The Beer Belly is comprised of a Camelback-like 80-ounce liquid reservoir with drinking tube and neoprene harness that securely holds the pouch to one's mid-section. Under clothing, the product gives the appearance of an overabundant gut. Among other uses, it is a stealthy way of getting your favorite beverage into a sporting event or concert; beer or margaritas are often drinks of choice.

In early November 2005, Reno-based company Under Development softly launched its removable spare tire—the company's first product—through its Website, www.thebeerbelly.com.

"We just put the site up," recalls co-owner/founder Brooks Lambert, "to see what would happen." In conjunction, Lambert and his partners Ted Colburn and Keith Thesing sent out a single press release to popular "gizmo" site www.gizmoto.com, which posted a short piece about the product. Within five days, Under Development's Website had received over two million hits. The media grabbed hold of the buzz, and soon items on the Beer Belly were running on news sources across the country, from local newspapers to CNN. According to Lambert, Under Development is now receiving thousands of orders per week from throughout the United States and around the world, including from the United Kingdom, New Zealand, Germany, Poland, South Africa and China. The new company is struggling to keep up with demand.

Not resting on their instant success, Under Development will soon launch a product they hope will be equally popular with the female drinking population: the Wine Rack. Who knows, if Lambert, Colburn and Thesing get their way, a certain type of surgical body augmentation may become unnecessary, all while helping the gentler gender stay properly hydrated.