What do beer drinkers care about carbon emissions?

Take a look at this advert.

What the hell do most beer drinkers care about carbon offsetting?

I could ask what do most people know about carbon offsetting, because it’s clear as mud to me.

Seriously.

Cascade beer obviously paid good money for this campaign, because I spotted this advert on the Technorati site. (and gagged)

Now, maybe it’s more of a boutique beer, and so might appeal to those who give a flying fish about this sort of thing.

But you have to wonder how an image of a bottle of it overflowing with what looks like slime is going to get those ultra-choosey DINKy tastebuds melting.

Or am I missing something here? What do you think?