Big Brother 2013 favourite Sam Evans has been branded a 'fake' by his local pub landlord.
The Welsh youngster is tipped to win the show in Monday's final, but Craig Davies has claimed he doesn't deserve to.
Owner of Sam's local pub, where the 23-year-old was a regular until being banned, Craig said: "He is a horrible, arrogant little sh*t."
He told the Daily Star newspaper today: "I've banned him from my boozer as he's a rude, obnoxious, arrogant little kid and people should know what he is like.
"The Sam they see on Big Brother is a fake."
According to Craig, Sam's attitude started after he won a cash prize on Channel 4's Deal Or No Deal.
"Sam thought because he'd been on TV he was a celebrity. He started being rude and offensive," he suggested. "He swore at my staff and treated them like skivvies. He upset customers by whacking them with his pool cue because they got in the way of his shots."
Sam's family declined to comment on the claims.
Big Brother airs nightly on Channel 5.