Fifty People In With Chance Of Winning Year's Supply Of Camden Hells Beer

Do you like beer? Do you like paying for it? Course you do, and course you don't - are the answers to those respective questions.

Well, you could be in with the chance of winning a year's supply of free beer.

To be in with a chance, you will have to buy some beer first; but hey, you gotta speculate to accumulate in this world.

Camden Town Brewery has 'accidentally placed 50 pasteurised cans' in its Camden Hells Lager four-packs, to highlight the fact it doesn't actually pasteurise its beer. It's a novel marketing technique, for sure.

Camden Town Brewery

The upshot of this is that if you find one of the dirty tinnies, you can claim a year's supply of bevs from the brewer.

All you have to do is retain your can and the receipt and call the 'ALWAYS-FRESH-BUT-NOT-THIS-TIME' Camden Hells Lager hotline on 0333 335 5959. You'll then receive a 24-pack a month for 12 months 'to share with friends' - though sharing is not a stipulation of the promotion.

Announcing the offering, the North London brewery said: "At Camden Town Brewery, we're mortified to announce that we're recalling a handful of our Hells Lager cans that have been 'accidentally' pasteurised. We ask you not to drink them. They won't taste as Fresh as Hells.

"We pride ourselves on our delicious fresh tasting beer, so we've decided to recall the pasteurised cans as a precaution to save our beer fan's taste buds.

"Unlike some other breweries that use heat pasteurisation on their beer, we never pasteurise ours, which is why our beers always taste as fresh as Hells."

Camden continued: "Pasteurisation and beer are a match made in hell (get it?) as the process involves heating up great tasting beer. It's the enemy of freshness.

"Pasteurising our beer is something we promised we'd never do and, if we could talk to our delicious Hells Lager, we would apologise that this accidental brewing disaster ever took place. Sorry, Hells!

"Our beer team have identified that 50 not-fresh, shameful pasteurised Hells Lager have managed to escape the brewery into the 4-packs of Camden Hells Lager cans available across the UK."

So if you find one of the odd-looking cans, don't lament the loss of a fresh tinny, celebrate the acquisition of 288 more.

Keep your eyes peeled and your whistles wet folks.

Topics: UK News, Booze, Alcohol, Beer

Jake Massey

Jake Massey is a journalist at LADbible. He graduated from Newcastle University, where he learnt a bit about media and a lot about living without heating. After spending a few years in Australia and New Zealand, Jake secured a role at an obscure radio station in Norwich, inadvertently becoming a real-life Alan Partridge in the process. From there, Jake became a reporter at the Eastern Daily Press. Jake enjoys playing football, listening to music and writing about himself in the third person.

@jakesmassey