With a confrontational name and positioning, the brewer hopes Fake Lager will chip away at the stereotypes associated with the beer style that it feels epitomises ‘binge drink Britain’.
The brewer also plans to host a nationwide ‘crap beer amnesty’, allowing people to trade in their mass-produced mainstream lagers for a half pint of the Fake Lager craft pilsner at the brewer’s 11 bars around the UK.
Fake Lager will be available to buy from 6 April 2013.
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