Controversial brewer BrewDog is holding a "crap beer amnesty" this month for drinkers to trade in big brand cans for a Punk IPA.
It will be held at the brewer's Aberdeen bar on 18 March and BrewDog is looking for partners to host more amnesties in other cities across the UK.
The amnesty comes hot on the heels of BrewDog launching its flagship beer Punk IPA in 330ml cans after a poll found 87% of fans in favour of the move. It will be available from Sainsbury's stores, which will also stock the brewer's 5AM Saint amber ale and 9.2% abv Hardcore IPA, meaning BrewDog will have four beers in 350 Sainsbury's.
"We want the public to realise that the fizzy, yellow so-called 'beers' pushed on the unsuspecting public by big breweries should be treated as a crime," said co-founder James Watt.
"The crap beer amnesty is designed to prove to beer drinkers that have previously put up with these tasteless, insipid mainstream lagers that things have changed.
"We want to make everyone as passionate about beer as we are and in addition to the can launch, the fact that Sainsbury's is now stocking a 9.2% ABV IPA proves that we're already making great headway.
"Crap beer's days are numbered. The time for revolution is now.
"Punk IPA has been our most successful beer so far, and the launch of Punk in cans is a landmark moment for us and for the insurgency of craft beer in the UK drinks market.