"The task: To create the first lager of British origin in a sector dominated by stylized, image-conscious European offers. The creative brief: Capture a sense of British Irreverence—the thing that separates Britain from its European neighbors. The solution: Exploitation of the dry, observational British humor that comes to the fore in pub situations. To literally call a tap a tap. Also, to be deliberately anti-branded by the use of a GB car sticker."