Southwold brewer Adnams has unveiled a new upmarket advertising campaign for German premium lager brand Bitburger.
The campaign, straplined "Not everyone will get it", debuted on Saturday (October 22) in The Knowledge supplement of The Times.
The print adverts, which will also appear in men's magazines such as GQ, Arena and Observer Music Monthly, show a series of iconic images blocked out except for one small "Bit". Consumers will be encouraged to guess what the "Bit" of the image is.
Adnams marketing manager Steve Curzon hopes this will get the message across that Bitburger is for the discerning consumer.
"Bitburger is a hidden gem, but it's not for everybody," he said.
"We believe there is a trend in the retail sector towards more upmarket venues, where people are proud of their offer and Bitburger fits right into this.
"We want 'Bit' drinkers to be challenged and feel they are onto something the masses aren't. People have to guess what the full image is - some they'll get, some they won't."
The brand is already priced at a premium in the venues where it is stocked, such as the Brixton Bar and Grill and the Green in Clerkenwell, where it sells for £3 a pint.
The adverts were designed by Campbell Doyle Dye, the same agency behind Adnams' iconic Beer From The Coast campaign.
The news follows on from the announcement in February of a 10-year UK distribution deal.