These pictures are part of a hilarious lager campaign showing men lovingly cradling the beer bellies their enthusiasm for ale has helped them develop.
In the images, the lager-lovers fondly hold their burgeoning beer bumps in the manner of an expectant mother caressing her growing tummy.
The endearing shots are adverts for Bergedorfer Bier, developed in conjunction with German ad firm Jung von Matt.
Eschewing the toned models beloved of traditional promo campaigns, these chaps look exactly as you’d expect after imbibing large quantities of frothy pints.And the tagline is fitting too: “Bergedorfer Bier – brewed with love”.The adverts come just a few weeks after brewers in Australia announced a new beer recipe that uses yeast grown from their own belly button fluff.The beer, imaginatively named Belly Button Beer, is made by the 7 Cent micro-brewery in Melbourne.
It was inspired by American brewery Rogue’s “Beard Beer”, which was fermented with yeast captured from the brewer’s beard.
Brewers Doug Bremner, Matthew Boustead and Brendan Baker said they took a scientific approach, isolating their own yeast strains by swabbing their belly buttons and then streaking out the samples on agar plates.