Dark Star Brewing decided against running their typical advertisement listing their beer selections. Instead, they shared candid thoughts from their brewery team on the beer industry. They commented on issues like sexist marketing, overuse of labels like "craft", crowdfunding over saving, and an obsession with awards and hops. They concluded by reminding readers that beer should simply be enjoyed.

1. @DARKSTARBREWCO DARKSTARBREWING.CO.UK
When I found out we'd booked a page in this programme, our
designer created a great looking ad, big Dark Star logo and a
list of all our beers: Hophead, American Pale Ale, Revelation
etc, but it wasn't half boring. So instead, here are a few things
our team at the brewery wanted to get off their chests about
our wonderful industry:
“No more sexist pump clips - it's not big, it's not clever and you're dragging the
industry down”
“Stop using the term 'craft' like it's seasoning on your dinner, try your
dinner first.”
“Not everything in life needs to be crowd funded. Save money, buy stuff.”
“Is there a beer or brewery out there that isn’t ‘award winning’?”
“More hops doesn't mean better beer.”
“When entering a pub, no one likes to be told what to drink by someone
standing next to them.”
Now we've got that off our chests, enjoy the beer.
- Because that's what it's all about