How do you launch a new craft IPA that has an alpaca for a mascot? You create a new hairstyle inspired by its magnificent mane and get all the big newspapers talking about it, of course.

We came up with ‘Alpaca, Back ’n’ Sides’ and took over Ruffians barbershop in Shoreditch, offering free pints to anyone daft enough to get the cut.

Turns out people will do anything for free beer.