Released today, Lightning Minds launches cheeky Reverse Lager ad created by Hypnosis

In a move that defies logic, biology, and probably a few laws of physics Lightning Minds has teamed up with Hypnosis to unveil its latest innovation: The Reverse Lager, the world’s first beer with -3.5% ABV.

Released on April Fools day, Lightning Minds continues its mission to help people strike a positive balance with alcohol. But Reverse Lager takes that mission and flips it upside down, inside out, and backwards through a mirror. This is the first beer designed not to get you drunk, but to gently… unbeer you.

Crafted using a suspiciously advanced brewing process involving reverse-fermentation, anti-yeast cultures, and a generous sprinkle of late-night existential breakthroughs, Reverse Lager is a full-flavoured beer that actively pulls alcohol from your system. It’s the beer you drink after the beers. Or during. Or whenever you wish you hadn’t.

The Reverse Lager is for those who believe in bouncing back. For those stumbling to a karaoke bar with their boss, for those who have just accepted a shoey challenge from a cowboy, for the ‘just one more’ enthusiasts who wake up wondering if maybe, just maybe, they could rewind the night a little.

Now available in extremely limited quantities — because they’re still not sure if it’s legal, and they’re definitely not sure how to make it, but it’s a work in progress.