Cumbrian Brewery Disappointed at "Aggressive" Beer Ruling
A Cumbrian brewery has been left disappointed after a range of beer it produced was deemed to encourage “violent and aggressive behaviour” by alcohol watchdog the Portman Group.
Eden Brewery, which is based in Brougham Hall, near Penrith, has withdrawn the name of its Psycho range of beers after a complaint was upheld by the group.
The complainant said they believed the name Psycho broke the Portman Group’s code on responsible labelling of beer as it created an association with “violent and aggressive behaviour”.
However, Eden Brewery managing director Jason Hill said he was disappointed to have to remove the name based on a single complaint.
Mr Hill said the Psycho range was an experimental and high flavour range designed to be savoured and enjoyed.
He said: “We launched the range last year and since then we have sold thousands of bottles of the product, which has been very well received and highly popular. Now, on the grounds of just one complaint, we have been put in a position where we have to go through the costly and time consuming process of redesigning and rethinking the whole brand.
“The Psycho branding was chosen to represent how the range could expand your horizons and change your perceptions about how exciting and tasty beer can be. This is a high quality, premium product aimed at true beer fans, not people who are looking to get drunk and engage in aggressive behaviour.
“Although there is no obligation on us to change the name because of the Portman Group’s decision, they will send a notification to all our retailers telling them not to stock the product. As a small business we have little choice and can’t take the risk of the negative effects on sales.
“Ultimately we are confident that people will keep enjoying the range, no matter how we name it, because it is made up of a high quality selection of beers. We also welcome people’s feedback on our products and are happy to accept everybody has different opinions about what is and isn’t acceptable.
“But I do think there are legitimate questions to be asked about the fairness of an organisation which can put small businesses like ours in the position of having to make costly and time-consuming changes on the strength of just one complaint.”
To find out more about Eden Brewery and its beers go to www.edenbrewery.com
ENDS
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