Revenge is a great beer served cold for Brewdog it seems, after they launched what they believe will be a stout to challenge Guinness' domination of the draught market.
Following an ominous blog post yesterday (in which they vowed to take revenge on Diageo for stopping them getting an award in 2012) , the brewer launched the new stout with the Hash tag #Beernotads and a video blog that shows co-founders James Watt and Martin Dickie and mocking one of Diageo's most famous Guinness ads by dressing up in a panto horse costume and getting wet.
As the blog post states: "At BrewDog, we know full well that to sell a stout you need two things. Thunderous waves. And horses."
Jet Black Heart - #BeerNotAds from BrewDog on Vimeo.
Jet Black Heart is the latest brew to win the brand's annual prototype challenge, which sees a series of new beers being brewed, with the winner - chosen by the public - going on to feature alongside Brewdog's headliner range.
Jet Black Heart now joins other winning prototypes and fan favourites such as Jack Hammer, Cocoa Psycho, Dead Pony Club and Vagabond Pale Ale.
Described as having 'Roast coffee and chocolate' notes with a 'decadent, full-bodied richness of near uncharted depths' complemented by Magnum and Sorachi Ace hops, the brewers are hoping it will go on to become a fan favourite.
The new 4.7% ABV oatmeal milk stout will be available in bottles, and for the first time, on Nitro - the same draught style that Guinness uses - in every one of the brand's bars.
James Watt said: "Big beer advertising is bollocks. If you have to spend millions of pounds on ad campaigns to get people to drink your beer, the brewing is probably being neglected.
"And anyway, Martin had a horse costume left over from the Christmas panto. So we thought, let’s save our money for making epic beer that tastes of something and stands for something."