Getting to the bottom of increased visitor numbers

The fact that 30 per cent more people have visited the Derbyshire cave formerly known as Peak Cavern, now Devil’s Arse, shows more about the British penchant for smutty bottom humour than the power of a revamped brand identity.

The motives behind the name-change are to ‘boost interest in the natural attraction’, says the Peak Cavern management at Castleton.

And the choice of moniker? Apparently, it was chosen because it was the name used by Anglo Saxons, not because it had a vaguely rude word in it.

My arse.