There are hundreds of “personal care products” represented in the B2B (business-to-business) trade-show level of the AVN Adult Entertainment Expo, from the Naughty Shell shower accessory to Vigralis and other anagrammatical variations on Viagra.

But one product emerged as the simplest signal of the economy’s effect on the adult market: Beer Lube, a brand-new product in the crowded personal lubricant market, is just what it sounds like – lube that looks and tastes like beer. The water-based, non-alcoholic lube is available in six-packs with different labels, including Hinie-Can and Whore’s Light.

“Maybe when the economy turns around we’ll put out Champagne Lube,” says Beer Lube CEO Paul Snyder, of DeForest, Wisconsin.