An Eltham man has taken aim at the entire craft beer industry and claimed that the increasingly popular Furphy beer is nothing more than a “tarted up” version of Geelong Bitter. Callum Jones made the claim in a rambling Facebook post that has since been deleted, and also referred to the current craft beer movement as a “bastardisation of the previously no-nonsense drinking culture handed onto us by our forefathers”.

Furphy seems to have taken Victoria by storm, positioned as a beer made by Victorians, from Victorian ingredients, and for Victorians to drink. It even uses the famous “Big V” on its label, just in case we weren’t able to identify its full Victorianess.

Reports from late last year actually suggested that the brewers were struggling to keep up with demand, as more traditional drinkers see it as a more accessible way to dip their toe into the burgeoning craft beer market. But, according to Jones, this is all garbage. Speaking exclusively to The Watsonia Bugle, he said, “Look me in the eye and tell me it doesn’t taste like a regular Carlton Draught or Victoria Bitter. Don’t let the fancier label and cool back story fool you.”