LONDON – In the wake of increasing numbers of hosepipe bans across an increasingly parched Britain, a South London brewery is calling for people to consume ale instead of water, as a means of conservation.

“Drink ale, not water” is the title of a campaign by the brewery Ales of South London, as announced by owner Reginald Poundbury. “It worked for the Romans, so we’re just continuing that tradition here in Britain,” Poundbury said. Indeed, Ancient Rome was noted for its voluminous aqueducts that carried fresh from far-flung places into the hearts of cities; however, the Romans by and large consumed healthy amounts of ale and wine, in some cases saving that fresh water for other household needs.

Recent high temperatures have affected a dwindling water supply in some parts of the United Kingdom, with London’s Thames Water being the latest to suggest that a hosepipe ban might be on the cards. Other English cities farther north have already put such measures in place.

U.K. health officials issued an advisory that humans and animals do need to consume a certain amount of fresh water each day in order to stay healthy. For his part, Poundbury, who was quick to second the health advice while drinking a pint of his new Whale of a Tale Ale, also admitted that his brewery had just launched a new advertising campaign.