An ale inspired by ice lollies was taken off the market when a child saw his father enjoying it and became upset because he couldn’t have any.
The kid’s mother voiced her concern to the Portman Group, a trade organization for the alcohol industry, arguing that such a beer could potentially lure children. The group validated her concern.
In response to the complaint, the Northern Monk brewery decided to stop producing the Rocket Lolly IPA.
In an undisclosed report, the mother expressed, “We have educated our four-year-old about alcohol and the reasons why he is not allowed to drink it.
“However, when he saw his dad drinking this beer and heard that it was called Rocket Lolly, he became very upset he wasn’t allowed to try it – even after we made clear it was beer.
“Of the dozens of can designs he’s seen, this is the only one that has ever held appeal to him.”
The tin for the 4.7% ABV brew shows the classic, rocket-shaped ice treat – popular with children for generations.
It also broke rules because its alcoholic strength and description were not easily visible on the dark purple label.
The beer manufacturer from Leeds has agreed to remove a hot cross bun-themed 5% ABV pale ale named Wasted from the market, following criticism its name directly appeals to under-18s.
The Portman Group has stated that the term ‘wasted’ is commonly used as slang for a state of severe intoxication and the fact it is the most prominently displayed text on the packing compounds the issue.
The chair of the independent complaints panel, Rachel Childs, welcomed the decision by Northern Monk to cease production of the beers in question, which were in violation of the code of conduct.
She complimented on the need for alcoholic beverage producers to market their products responsibly, ensuring they do not hold appeal for children, or indirectly promote excessive drinking.
Northern Monk said: “We have taken on board feedback from the Portman Group which will inform future decisions around pack design.”
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