Guys, this is not a drill - World Buckfast Day is coming to Dublin.
The day celebrating the vaunted tonic wine we suspect no one in Ireland has ever used as a tonic, falls this Sunday, 12 May.
In the lead-up, the brand has launched a hilarious ad, which can be spotted on billboards around our capital city.
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The cheeky ad pays homage to the brand's cult status among students by jokingly suggesting Buckfast is the perfect drink to impress when you're having dinner with the boss.
Well, it depends on where you work and who your boss is, we suppose.
Speaking about the ads, spokesman Michael Foley said the brand's identity lended itself to a cheeky billboard campaign.
He explained: "At Buckfast, we know what we are – and what we aren’t.
"We’re an acquired taste and proud of it.
"We know Buckfast isn’t for every occasion, but we’re the perfect choice for a night (or day) of truly good craic.
"We’re looking forward to seeing fans’ reaction to our new campaign."
