Recently, Coca-Cola unleashed a billboard that doubled as a soda fountain, dispensing its product to thirsty passersby.

Carlsberg, trying to one-up the soft-drink king, has created an outdoor ad that serves beer via a convenient ground-level tap. And, as we all know, if a beverage is gonna flow from a giant poster, we’ll take beer over sugar-water any day.

Appropriately-labeled, “Probably the best poster in the world,” the billboard was recently unveiled at The Old Truman Brewery on Brick Lane in London.

[via Adweek]