In the aftermath of the Arthur's Day PR disaster, it's interesting to see the reappearance of advertisements for Guinness Mid-Strength around Dublin.
'Yes, we acknowledge the problem with drinking to excess - but here's something you can drink in the same vast quantities yet only be quarter-cut rather than half-cut.'
Cunningly, the ad also shows a pint of the full strength version, just in case you have forgotten what one looks like. Or fancied one of those instead.
To borrow an old advertising slogan: pure genius.
