The taboo subjects of sex, bondage and death are to be broached as part of a new £2m TV advertising campaign for Greene King IPA.
The new advertisements introduce the strapline "Would you say no to another?" and in a marked departure from traditional cask ale advertising are aimed squarely at younger drinkers.
Rooney Anand, managing director of brewing and brands for Greene King, said: "It's time to explode the myth that real ale is strictly for old men with beards - it's not, it's for everyone.
"We know that many of today's young pub-goers don't opt for cask beer as their drink of choice so our advertising campaign is aimed directly at them. It's a bit irreverent. It's a bit risqué. But it's modern and it's fun and it aims to show people who are not beer drinkers by choice that it's a great product with a great taste."
One advertisement shows a blindfolded young woman, apparently keen for some bondage sex-play, who mistakenly believes her partner is home from the pub.
But he has succumbed to the allure of another pint of Greene King IPA and the noise she's heard is the family's golden retriever.
Another features a mountain biker who finds himself facing certain death after a spectacular fall but emerges unscathed because the grim reaper couldn't say "no" to another pint of Greene King IPA.
The adverts are to be screened in the South East in prime time slots on Anglia and Meridian TV and nationally on Sky.