It all started when Kyle Kulinski, host of Secular Talk on Youtube inadvertently made a non-ad ad for vintage seltzer in one of his videos. One of his fans sent it to Vintage Seltzer on Twitter, and they sent him stuff.

The joke of 'Big Seltzer' stems from the fact that, before this incident, the channel had no form of corporate sponsorship of any kind, and the same goes for virtually all of the progressive media outlets nowadays, so the joke is that Kyle sold out to 'Big Seltzer' and now cannot be trusted to report accurately on Seltzer-related news stories. Commonly people might say that Kyle shills for Big Seltzer which is another common term used in the progressive movement for someone who has sold out. Big Seltzer-related memes, amongst other Secular Talk-related memes, are commonly referred to in the Youtube comment sections – often a post by the parody account Big Seltzer will make its way to the top of the comments.