Close to where the Belgian beer brand is advertising, Newcastle Brown Ale seems to be running ad wondering who really would use the term for a glass.

Newcastle Brown Ale seems to be running outdoor advertising close to where Stella Artois is placing ads promoting their unique beer glass. This photo taken in New York shows the British brand’s no-nonsense ad takes a swipe at the Belgian marque’s campaign by asking. “Who uses the word ‘Chalice’?” The ad’s tag line ends with “Newcastle – No Bollocks.”

Newcastle Brown Ale

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