A brewery is stirring up a touch of controversy in the Yorkshire Dales - with an advertising campaign declaring that "drinking is folly".

Recently-launched Wharfedale Brewery, based at Hetton near Skipton, has paid to have the slogan branded across the side of the local Pride of The Dales bus service.

But, despite a phone call from the local Temperance Society, fans of the brewery's real ales need not fear - it is not suggesting giving up the beer completely for the festive season.

Instead, the campaign is an attempt to encourage drinkers of its Folly Ale to leave the car at home and use the bus service provided by Grassington-based Mark Stewart-Clarke instead.

Director Steve Blizzard said that the campaign was a big step for the brewery which was launched from a converted Dales barn in mid-September.

"By advertising Folly Ale in such an unusual, innovative manner on the Pride of the Dales bus service, which stops right outside many of our outlets in the Dales, we feel we are not only promoting our own goal to provide the best-served ale in the Dales, but also the pubs themselves," he said.

"In addition, we feel we are acting responsibly by providing an eye-catching message that encourages real ale enthusiasts to use the Pride of the Dales service rather than their own transport.

"We also feel it is important to support the communities that support us. The Pride of The Dales is an important part of our Dales community. The brewery is dedicated to that community. From the outset, we decided that 2p on every pint sold would be contributed to local charitable causes. We have already donated hundreds of pounds, thanks to our customers."

Folly Ale has now been followed by a second, stronger real ale, Executioner, and both products have just become available in bottles.

Wharfedale Brewery ales are now available in some 30 free trade outlets across the Dales area.