What is the value of the ultimate celebrity endorsement? Obviously Nike feels that $100M deal with Tiger Woods is not only worth it, it’s a great deal. However, what about product placement on the national stage with our nation’s new young, charismatic, black President? Rupert Murdoch has called him a rock star, a moniker that has rung true as Obama has toured around North America and the world. I think it can be arguably stated that Barack Obama may currently be the world’s most prominent celebrity.

So what is the value of his commercial product endorsement? We'll have to wait and see. This afternoon, he will sit down with Harvard professor Henry Louis Gates and Sgt. James Crowley of the Cambridge, Mass., police in a public relations move to ease tensions over a contentious arrest that was made a few weeks ago. And of course beer is slated to be the highlighted activity to return all things Ceteris Paribas.

After someone whispered "beer," the media and public seem to have almost forgotten this started as a racial debate. Rather, the subject has turned to the great American frothy beverage made from barley & hops. As the invitation was set forward, speculation erupted over the web and mainstream media over what beer the President would serve.

Although completely out of reach for even the most connected PR professionals, whatever beer will be drank will bask in the limelight of the national media for however long this flash-in-the-pan story lasts. Because the world demanded to know, yesterday at a White House Press Conference, spokesman Robert Gibbs acknowledged that Barack Obama favored Bud Light, professor Henry Louis Gates Jr. had expressed a preference for Red Stripe or Beck's, while Cambridge, Mass., police Sgt. James Crowley said he liked the Coors product Blue Moon.

The choice of a Budweiser product may have been calculated for its down-to-earth, All-American appeal (ironically it is no longer an American company). However, the Boston Globe reported that Massachusetts breweries Harpoon and Mercury were hoping to get the call, as was the maker of Samuel Adams—the Boston lager with an American patriot as the mascot.

I hear other suggestions have included Ale to the Chief or Collaboration Not Litigation Ale, both from Colorado's Avery Brewing Co. As for me, I suggest a cube of Pabst Blue Ribbon and a rousing match of beer pong set out next to the Rose Garden.