Nope it's not a hoax. I saw a thing on the Today show this morning with a lady from PETA and a lady from MADD. The Peta lady was saying they know that beer is not a better alternative, but milk is so very unhealthy for you because of all the fat and cholesterol. Their point was that it's healthier to drink soy milk or orange juice than cows milk because of the way cows are treated. Huh? Her reasoning was because cows are given hormones. My questions is why didn't they just say "got orange juice". They even went so far as to try and say that beer has fiber that is good for you. She also stated that the campaign was aimed for college students. Right before spring break, now that's real responsible! The lady from MADD was obviously NOT happy. Vicki