We've reached peak hipster. And we've also reached peak anti-hipster. But South Africa's Garagista Beer Co. is barging ahead anyway with a campaign that positions the brand as absolutely not the right choice for the coolest people on earth.
Watch below as a bunch of unkempt cool white people battle each other with records, typewriters and bicycles for a taste of the brewery's limited-edition batch of suds. And also check out the onslaught of anti-hipster print ads the brand has put together.
Over at the brand's Facebook page (because having an actual Web page is so January 2014), it's clear that Garagista is pretty normcore 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."
Cool. Now, can we make all the selfies go away?