South African Brewer’s All-Out War on Hipsters

South Africa’s Garagista Beer Co. doesn’t like hipsters. Their new campaign positions the brand as absolutely not the right choice for the coolest people on earth. Which would be funny if it became so popular, the hipsters started to drink it. You know, ironically.

Garagista is pretty chilled about the whole thing. “In a world where some people care more about the craft beer image than the actual beer,” it says, “we care about one thing—damn good beer.”