Why isn't bitter called bitter any more?

Bitter is a traditional British beer style, which for much of the 20th Century was the most popular style of beer in Britain... but in the 21st Century many famous brands of bitter started pretending they were something else. In many cases, "amber ale". In this video I take a look at this phenomenon, give plenty of examples, and try to get to the bottom of what is driving it? Links to the articles mentioned: Roger Protz: https://protzonbeer.co.uk/comments/20... Marston's press release: https://www.marstonspubs.co.uk/news/b... Young's rebranding: https://worldbranddesign.com/kingdom-... Wye Valley brewery rebranding: https://www.thedrinksbusiness.com/202... Chapters: 0:00 Introduction 0:45 Timothy Taylor's Boltmaker 1:09 Marston's Pedigree 2:15 Fuller's London Pride 3:10 Young's Bitter / London Original 4:32 More Examples 5:23 Some Counter Examples! 6:04 Conclusion