Everyone seems to be talking about it this week, so time to throw my oar in.
Multinational giants Anheuser-Busch have been using this ad to describe their Bud Light brand in the US for the last year. What Anheuser-Busch are trying to state with this ad and the whole ethos behind Bud Light is that it isn't heavy tasting, or too filling. In essence, although Bud Light is a light beer, and inherently suggests it is a bit girly, you drink it because you can easily drink more of it. Ergo you look/feel more manly as you can drink loads.
For me however, the vast majority of the drinkability argument is a nonsense. I'm going to widen the spectrum a little here outside of just the beer world to illustrate my point. You see, drinkability is not about the volume you can consume, or the alcoholic strength of a drink. Drinkability is all about having a correct time and place to enjoy that drink. Let me explain a little further.
In the summer I am drawn to paler beers with low abv. You have a terrible thirst, the sun is beating down, you are dehydrated, you aren't going to reach for the room temperature bottle of barrel aged Imperial stout are you? Likewise in the winter, it is cold, dark and rainy outside, that once inappropriate barrel aged stout really hits the spot. While I'm at work I crave tea, I'll happily drink four or five cups a day while I'm brewing. If it is late and I have come home on my own, I'll often have a small glass of whisky (single malt Islay is my favourite).
Every drink has a place and a time, one of the main things I struggle with Brewdog's new Sink! beer is that I can't really ever imagine a time or place I would really want to drink it.