A new ad campaign for Grolsch is using a wacky theme to emphasise the longer brewing process used in its manufacture.
The TV campaign, unveiled last weekend, introduces a Dutch hero who presents items and situations that are "not ready yet" in the same way that a batch of Grolsch would not be ready if it was brewed for the same period as other lagers.
Bass, which brews the Dutch lager under licence in the UK, says the 60 per cent longer brewing period, and the use of the same natural ingredients since 1615, gives the five per cent ABV beer its unique, full flavour.
Although Stella Artois continues to be the UK's best-selling premium lager, Grolsch is performing well, with a 50 per cent increase in sales in 1999, making it the fastest-growing national beer brand.
John Holberry of Bass Brewers said: "This is the first film in an exciting new campaign for Grolsch. With over £5million being spent this summer on advertising alone, more drinkers are going to be aware of and asking for Grolsch."