Blog An ode to the "Home of the Beer Lube"

Like many adult superstores, DeForest’s Naughty Novelties set up shop next to the interstate. It existed on the fringe of the city and served as a beacon of smut for weary road warriors everywhere. Yet this bakery and adult novelty shop offered so much more than the average porn store: It was the "Home Of The Beer Lube," as evidenced by the enormous, yellow, hand-painted semi-trailer in the parking lot. And whether it caused passing motorists to wonder aloud, "What exactly is beer lube?" (it's beer-flavored sexual lubricant, of course) or simply drew in patrons with its gaudy signage, Naughty Novelties never failed to elicit a mixture of weird pride to go along with the uncontrollable giggling.

So when NBC 15 reported last week that a fire had destroyed the store, The A.V. Club couldn't help but feel a little sad—in no small part because we were planning to sample the beer lube and then regale you with our findings in a very special Valentine's Day post. Thankfully, the report confirmed no persons or animals were harmed in the blaze, though it did say the business appeared to be a total loss.

The stench of the towering dildo inferno will no doubt haunt DeForest for some time, and the future of Naughty Novelties hangs heavy in the air. But should it rise from the ashes to bring beer lube to the masses once again, rest assured that The A.V. Club will be first in line to finally purchase this adult treasure we heretofore took for granted.

A bottle of Beer Lube amid the wreckage.