Aesthetic Atrocities From The World Of Beer. We love the stuff, but bloody hell, some brewers should be tied up in hop pockets and beaten with malt-shovels.
I don't get it. Is it a pun?
Maybe he's smoking a Halfzware Shag cigarette? :/
They'd have you believe it's a colliers term, the "shag boss" being a "foreman who was made responsible for managing the waste (or shag, as it was called)". The Red Shag (or shagg) is an ironstone(?) seam in the N. Staffs coalfield.