Sponsorships are dire at Sundance this year—amongst the presenting sponsors, Volkswagen dropped out, and Entertainment Weekly is barely staying afloat. Still, we had no idea how bad things had gotten until we got thirsty.

Yes, as you can see by the picture above, Shasta is the official drink sponsor of Sundance 2009. Not Coke. Not Pepsi. Shasta. We were not aware that this drink still existed. Still: "Shasta, the official cola of the recession"—kinda catchy, no? (Also, kudos to Defamer star commenter Eric D. Snider, who coined the slogan in a game of snarky Sundance telephone.)