Can a beer be so normcore it incites a hipster riot?

Can a beer ever just be a beer any more, or is it impossible for any brew to escape the frisson between the craft and mainstream beer camps? Well, a new limited edition beer out of Cape Town, South Africa, thinks it is. Or at least that’s what we think the image it’s trying to convey is.

The marketing for the beer, called Garagista, seems to be both playing up to the hipster requisites of limited availability, a well designed label and intentional obscurity (as far as we can tell, it doesn’t have an actual website) and trying to position itself as nothing more than a well-made beer for people who like well-made beers.

It does however seem to lean a little more toward the latter.

“In a world where some people care more about the craft beer image than the actual beer,” Garagista says on its Facebook, “we care about one thing — damn good beer.”

Anyway, check it out this awesome video for the ad, which plays more like something out of a well-crafted sketch show than your run-of-the-mill ad. Some of its print ads, which you can find on the company’s Facebook page aren’t bad either.