(It is the best selling premium lager brand in the UK, but in an attempt to rebrand the drink, they are running a campaign called the Connoisseurs Programme and are using the slogan "reassuringly expensive".
Why? Well - In Britain, it is also known as "wife beater", as its high alcohol content is thought to be responsible for many "domestic incidents". The company lowered the alcohol content from over 5% abv to 4.8% in an attempt to reposition it away from such connections to domestic violence.)