Scottish Courage is targeting "thirstysomethings" as part of the national roll-out of its Theakston Coolcask premium ale.
The brewer is investing £500,000 in a tongue-in-cheek campaign aimed directly at a 30 year-old and above target audience.
The below-the-line marketing drive will use imagery that mimics official age-related warnings such as a censor's stamp (as found on adult literature).
Dave Pattman, marketing manager for Theakston Ales at Scottish Courage explained: "We want to position Theakston Coolcask as the discerning beer for the over-30s. We want people to think of it as a kind of rite of passage - an initiation into manhood if you like.
"We won't go as far as refusing to serve Theakston Coolcask to lager drinking under-30's but we want to make them feel a twinge of envy in the direction of drinkers whose tastebuds are mature enough to appreciate a flavoursome pint of Theakston Coolcask.
"The campaign also serves as a pat on the back for 'slightly older and wiser drinkers' . It's all a bit of fun and hopefully it will spark a bit of friendly banter between the two groups."
The new campaign supports the brand's national roll-out in England and Wales following its launch in the traditional Theakston heartland in the North of England in May 2000.
Marketing activity kicks off in August and will focus on building awareness and encouraging trial in "country inns and destination pubs with a loyal cask ale following".
Extensive in-outlet POS kits will be issued, while Theakston brand ambassadors will also be visiting every stockist to ensure that quality standards are being met and to help licensees train their staff.