A German beer brewer has finally acknowledged something beer lovers have always known: It’s going to give you a tummy.

Contrary to the inadvertent body shaming and perpetuation of body stereotypes, German beer brand Bergedorfer Bier has used pot-bellied men in their ad campaign.

The concept was created by German advertising firm Jung von Matt which gave the campaign the slogan of ‘brewing with love’.

Rather than using scantily clad women or athletic males to sell their beer, the ads feature men admiring their fully grown beer bellies (which they will eventually grow if they drink enough of the beer) like pregnant women looking at their baby bump.