Some years ago when non-alcoholic beer came out I also thought it was very ironic. I mean beer with no alcohol!!! Now I actually drink it sometimes, tastes terrible, but if I have to drive I do drink it. But yes, it still seems ironic in a way. Good one.
I think the idea is conveyed well in the product itself. The magazine, which I assume you used to try to create an environment for the subject, just clutters the scene up for me.
I always thought of that as an Oxy-moron like Military Intelligence, LOL The beer bottle is a litle dark and looks out of focus. The background is very distracting to me.