A campaign against warm beer

It's all got a bit political on here of late so I thought I would lighten the mood.

I was intending to post about this after coming back from the IoW Festival in June, but I completely forgot until I was in a pub this weekend. But for those of you who have been to festivals over the last couple of summers it's likely you would have experienced Carling's campaign against warm beer. At various festivals Carling has been operating a Beer Amnesty. You can take any brand of warm beer to its tent and swap it for a nice cold Carling - even Tesco's own value brand! Admittedly after three days drinking Carling it can get a bit too much but it's a great example of a brand being generous.

It also seems quite fashionable these days for brands to adopt some kind of environmental or political position. Some of which are genuine, but often they're too far detached from the product and people's relationship with it. They are merely token gestures. So it's nice to see Carling doing something small but massively relevant and helpful. There's not much worse than drinking warm beer. OK, maybe global warming.