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It seems like no one puts in a proper shift anymore. These days it’s all hot-desking and flat whites. But hard workers are still out there, rolling up their sleeves and getting their hands dirty. It’s time for the original working man’s beer to champion a decent day’s graft.

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We’ll search building sites, factories and hospitals for proper grafters and reward them with a token to swap for a bottle of Brown Ale at their local.

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We’ll rename pubs in the most working class towns.

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We’ll give away custom bottle openers with screwdriver handles at builders’ merchants.

We’ll infiltrate the trendiest craft beer bars and charge exorbitant prices for bottles of ‘Rolled Up Sleeves’.

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The twist? As the badly glued on label peels off our bourgeois friends will discover they’ve secretly been drinking Brown Ale.

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The extra money hipsters shell out on the gentrified version will go towards buying bottles of the real stuff for proper grafters.

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It’s like Tom’s, but for pints!

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