Deep Ellum Brewing Co. began distributing its beers to Houston in 2014.

Deep Ellum Brewing Co. began distributing its beers to Houston in 2014.

Deep Ellum Brewing Co.

The intrastate rivalry between Dallas and Houston runs deep, as the cities have spent decades trying to claim the throne as Texas' best city that isn't Austin. The two metropolitan areas continually make jabs at each other, but one Dallas brewery is hoping to make amends over a cold one.

Deep Ellum Brewing Co., based in Dallas, distributes its craft beers to the Houston area and recently erected a hilarious billboard on I-10 to alert drinkers there. The ad features a can of the brewery's Dallas Blonde ale with the caption:

"A reason to hate Dallas ... less"

New billboard. Can you guess where? #dallasblonde #madeintexas #funnyrivalry #loverunsdeep

A photo posted by Deep Ellum Brewing (@deepellumbrewing) on

"The Houston-Dallas rivalry is something that I've never fully understood," says brewery founder John Reardon, "so we figured, why not have some fun with it?"

Deep Ellum Brewing Co. has frequently turned heads with its advertising, many times because of the company's cleverness. Last year, it posted a billboard near downtown Dallas claiming to be voted the best IPA by "Us. Weekly."

#truestory.

A photo posted by Deep Ellum Brewing (@deepellumbrewing) on

One of Deep Ellum Brewing's marketing campaigns was even talked about worldwide -- though not in a good way. In 2013, the brewery caught flak for its Dallas Blonde slogan, "Goes down easy," which was printed on cans and its distribution van. The Burnt Orange Report went as far to say it perpetuated rape culture

Reardon issued an apology at the time, but did not remove the slogan. He also recognizes that the billboard in Houston may ruffle a few feathers.

"Some people will find it funny, while I'm sure some will find it offensive," he says. "To me, that's a great campaign in the making."

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