I was absolutely not going to post about Byron Bay Pale Lager today. But reader CraigC collected his mail and found the latest catalogue from Coles-owned First Choice…I had to share his outrage.

Remember when Avis used being number two as a positive, with the famous “We Try Harder” campaign?This photo is an example of what happens when the Australia’s number two brewer and the number two retailer get together on a campaign.

I would love to think that their campaign is called “We Lie Harder” but that would just be an easy line used used for comedic effectto achieve a cheap laugh and should not be interpreted in any way, expressly or impliedly, as describing or characterising the behaviour of the parties described in this article.

I can say, though, that I most assuredly do want to try a pale lager from the Byron Bay Brewing Company located on Skinners Shoot Road in idyllic Byron Bay…unfortunatelyColes’ liquor outlets can’t help me with that unless they now provide travel services.