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English
Etymology
A jocular play on the phrase beauty is in the eye of the beholder. First use appears c. 1972, although the exact date of its first appearance and its author are uncertain.
Phrase
beauty is in the eye of the beer holder
- (humorous) One's perception of beauty is influenced by the consumption of alcohol.
1972 October 20, Mike Amos, “It just goes to prove…”, in The Northern Echo, 3 A.M. edition, number 31,924, Darlington, County Durham, page 12, column 8:REGULARS at the 760 Scottish and Newcastle pubs in the North-East have been asked to nominate their best-looking barmaid for a bonny barmaid contest. Up to now, I learn, a fair number of the 100 or so females entered for the £100 top prize are considerably on the wrong side of 40. “Mind,” says a brewery spokesman, “some of them are very attractive indeed. They’ll give the younger girls a run for their money.” Anyway, it just goes to prove what I’ve always said: Beauty is in the eye of the beer holder.
1997, Department of Natural Resources, Division of Forestry (publisher), Roots, page 7:Beauty is in the eye of the beer holder.
1999, Janet Kuypers, Changing Gears, page 99:We noticed a T-shirt for sale at one of the bars that said, "Beauty is in the eye of the beer holder."
2008, Daryl Farmer, Bicycling Beyond the Divide - Two Journeys Into the West, page 143:A sign on the wall said, "BEAUTY IS IN THE EYE OF THE BEER HOLDER." I looked over at the man who'd recommended the Hef.
2018, Ellie Alexander, The Pint of No Return - A Mystery:"If you want beer puns, I can go on forever," Mac said, raising his pint glass. "Like, Beauty is in the eye of the beer holder." He glanced in my direction. I glared at him.
2023 August 30, Linda Geddes, “‘Beer goggles’ study finds alcohol does not make people seem better looking”, in The Guardian, →ISSN:If you thought beauty was in the eye of the beer holder, think again.