Praise be for Labatt’s preachy pun

Oh ye of little faith! Who says a beer can’t be both hoppy and refreshing? And who says you can’t repeat the pun ‘beeracle’ till kingdom come and still raise a titter?

Turns out the miraculous Blue Citra beer is, literally, a godsend. Thank heavens that evangelical Citra Man has been sent to spread the word about the drink’s virtues via an amusing series of spots directed by Michael Illick and produced by Arts & Sciences. 

The preacher appears in short and long-form videos: Rant; Believe; Heaven; Seance and Beeracle, which run across social platforms. He also boasts his own hotline offering an interactive way for consumers’ to record 'beeracles' in their own words. Well ale be damned!