A schism is developing in the beer world - about the image of real ale lovers.
In-fighting within long-time protector of Britain's real ale traditions, the Campaign for Real Ale (CamRa) threatens to break out into war, with the creation of a rival organisation a serious possibility.
The war of words is all about how the image of real ale drinkers is presented to the world.
"Everyone used to know that beer drinkers had huge bellies, long hair (often tied back in a pony tail), beards and T-shirts that turned the names of beer in innuendoes," said Keith Deerstalker, spokesman for Camra fringe group Camrade - the Campaign for Real Ale Drinkers.
"But now the picture is being confused by Camra and breweries' PR - they actually seem to be in bed together on this.
"Every year around the time of the Great British Beer Festival, press releases go out with pictures of young, good-looking thin, aspirational types enjoying a brew. They even include pictures of young women having a pint!
"The Press prints these pictures and articles about how we all have the wrong idea about beer drinkers!
"These are worrying developments.
"Camra is one of the most successful consumer pressure groups ever and has helped to ensure that there is still a healthy, lively real ale culture in this country.
"But the image of the fan is being tainted - why aren't we protecting that? That's traditional too - as much as the beer and pubs we drink it in.
"That Roger Protz, the beer writer guy they always wheel out for book signings and lectures and tasting, doesn't help. He looks quite normal - you wouldn't think to look him that there's a serious beer drinker there.
"If Camra doesn't start to look after it's genuine support base, we in Camrade might have to think about setting up in opposition."