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While the merman has been a minor figure in modern popular culture -- in marked contrast to his gender counterpart, the mermaid -- the figure has begun to enjoy a resurgence in several cultural niches in recent decades. One of the most notable of these has occurred with regard to the branding and marketing of types of beer and, in particularly, with the burgeoning 'craft beer' movement that has taken off in North America, Europe and Australasia (in particular) since the early 2000s. After an introduction to the merman in popular culture, this article analyses the use of mermen and related fish-tailed mythological males in brewery names and symbols, on beer bottle labels and in related marketing material. The article considers the product image created by such symbolism and the manner in which it might be modifying the role and perception of the merman and related figures in contemporary popular culture. It furthermore aims to illustrate ways that contemporary abstract, naïve, camp and kitsch depictions of mermen are embraced by breweries to situate themselves as culturally engaged, environmentally oriented, or anti-establishment agitators. [ABSTRACT FROM AUTHOR]

In 1654 Dutch anatomist Thomas Bartholin published an illustration of a skeletal forelimb and a rib from an animal that had been caught off the coast of Brazil. Bartholin identified the specimen as a merman. Subsequent authors have hypothesized that it was a human with sirenomelia (fused legs). However, it is now acknowledged that mer-people are mythical and the drawing of the specimen does not match expected morphology for a human with sirenomelia. Until now, therefore, the correct identity of the specimen has remained unknown. Bartholin gave details on the specimen's size and added that before it was skeletonized the fingers were joined by a common membrane. We therefore compared Bartholin's illustration with the forelimb skeletons of west Atlantic marine animals of appropriate size in which the fingers are embedded in a flipper. The morphology of the specimen matches that of a manatee ( Trichechus sp.) and is significantly different from that of the Caribbean monk seal ( Monachus tropicalis) and from those of whales (Cetacea). The specimen was therefore a manatee, and a three-century-old zoological mystery is solved. [ABSTRACT FROM AUTHOR]