Do you know what Shemp’s Beer is? Why it’s the sexiest beer around, that’s what. It’s also the most recent marketing tool to be used by Starz leading up to the release of Ash vs Evil Dead‘s third season. The Shemp’s Beer gag has been running for a while now, but you might not know why.
The term “Fake Shemp” or sometimes just “Shemp” for short, stems from The Three Stooges, and the untimely death of Shemp Howard in 1955. The Stooges were contracted to finish several shorts and had to find stand-ins to pass for Shemp in order to finish the pictures, before eventually bringing in Joe Besser to be the third Stooge a year later. It’s tie to the Evil Dead franchise revolves around Ted Raimi playing one of several “Fake Shemps” in the original film. This practice is no longer allowed, however. Following Crispin Glover’s lawsuit after Back to the Future II used a lookalike to play George McFly, the Screen Actors Guild forbid it.
Anyhow, the minds behind The Evil Dead have decided to name Ash’s favorite beer after the late Stooge, and the newest promo for season three of Ash vs Evil Dead showcases it in pretty spectacular 1980s fashion.
Here we see Kelly with her hair teased out, no doubt following the use of an entire can of Aquanet, and the Cutting Crew rocking in the background.
Of course, this isn’t the first time we’ve seen Shemp’s Beer. The cast made a series of promos for the beverage while filming season two…
Additionally, for the Ash superfans out there, you can get yourself a Shemp’s Shirt to impress all your friends with.
Ash vs. Evil Dead returns to Starz Sunday, February 25 for the start of their third season.