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A contraption known as a 'beer puppeteer' turned out to be the secret weapon at an ale festival.
Punters were challenged to sink a pint while strapped into the timber and rope invention at Minster-on-Sea Rotary Club's Aviator beer festival at Queenborough Corner, Sheppey, on Saturday.
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More than 30 tried their luck including 64-year-old security officer Malcolm Phipps.
Mr Phipps announced before being strapped in: "I have been watching the others and I have devised a special technique. But I'm not telling."
The object was to raise a beer glass and then tip the contents down the operator's throat using four ropes attached to pulleys. To make it more difficult, the entire apparatus was attached to the contestant's body so it moved all the time.
Mr Phipps removed his shirt, just in case, and then concentrated closely on his goal.
Alas, his best laid plan ended bitterly with the glass swinging wildly over his head and the beer jettisoned onto the floor below, to whoops of delight from the crowd gathered to witness the spectacle.
Video: Beer puppeteer Malcolm Phipps in action
Somewhat crestfallen after the challenge went flat, Mr Phipps admitted: "Basically, it didn't work! Total failure!"
He had been trying to beat a 20-second target set by a crane driver known only as Matt earlier in the day.
All proceeds from the £2-a-time challenge went to the £3 million Rotary Moshchun Village Project which is installing 300 modular houses in Ukraine to help victims left homeless by the Russian invasion.
Profits from the beer festival will go to other Rotary charities and local good causes. In all, there were 23 barrels of beer and 14 ciders to try.
There was also live music hosted by Tracy Topsom and the BRFM Roadshow.
Entertainment included Jazz on the Steps, solo singers Bethany Heron and Cecil Farayi plus The Amazing Flying Eyeball Band, soul group The Real Deal, 50s and 60s favourites Looking Back and Sheppey band Shaken Albert who went down a storm with Beatles' covers along with I Predict A Riot and Chelsea Dagger.
A disco in a tent ended the night. Organisers were still totting up the money they raised this week.