The Beat for Men (Burberry)

By Thomas

Remember the old-school Burberry? The pre-Novacheck Burberry? I fondly recall the Burberry that stood shoulder-to-shoulder with Old-School stalwarts of British off-the-peg tailoring such as Aquascutum and Turnbull & Asser. That company made some fine, old-world garments (except their shirts, which I HATED).

This new Burberry? Despite trying (so they say) to distance themselves from the ubiquitous check….they still tip their hat to the hipper versions of plaid. (What? Plaid...hip?...don’t say it.) And the Beat goes on...Burberry has continued their abandonment of the rich-and-worldly Old-School identity in favor of the lighter, sleeker, Brit-Cool. The Beat is the latest step towards modernity for Burberry, and well, enough of all this – does it smell good?

Well, yes. Burberry the Beat is decent, for what it is. Both men’s and women’s versions are light-wearing, fairly sheer, and sleek. The men’s Beat features a blue-tinted juice, a watery theme of lavender and vetiver, and not a whole lot else.

Allegedly there are other scents in here, but I can find no olfactory proof of some of the claimed notes. Eventually there’s a bit of light woody musk in the drydown, it’s practically compulsory for these sleek sheer scents, but that’s pretty well where the Beat fades out.

I guess that’s how it goes. Brands evolve with the times – they find new customers or just keep making the same things for the same group of people who’ve always bought from them. I can say the shirts are better, the jackets…not better but also the patterns are not nearly so loud. The scents...well, I guess this is what evolution smells like. It’s not bad, but I can’t say I’ll willingly reach for it. The Beat will have to go on without me.

Year: 2008
Notes: Leatherwood, Vetiver Bourbon, Cedrat, Black Pepper, Violet Leaves Accord