A brewery has determined to alter the identify of one in every of its award-winning beers after clients stated it sounded “a bit racist”.
North Norfolk-based Moon Gazer Ale modified the identify of its White Face golden IPA to Cheeky Jack.
The brewery named a number of of its hare-inspired beers, together with White Face, from a medieval poem known as the Names Of The Hare.
As it started to promote its drinks additional afield, some misunderstood the identify of the beer.
Owner David Holliday stated it generally resulted within the “feeling that there was an undercurrent of discriminatory language”.
“This is, of course, a complete misunderstanding,” he stated in a press release on the brewery’s web site.
“But the fact that it created that impression was a genuine concern to us.
“To add to this, Mrs Moon Gazer and I have been not too long ago sitting in a pub beer backyard and overheard a person exhibiting his pint to his beer buddy and proclaiming, ‘Now this beer is completely lush’.
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“There was a short pause before he continued, ‘Name’s a bit racist, though’.
“So, once more this made us cease and replicate.
“Beer should do one simple thing – that is to bring pleasure – so if the beer, or more accurately its name was moving away from that, however small, for us, it was time for a change.”
The new identify “is a play on the American name for a hare – jack rabbit”, Mr Holliday added.
Source: information.sky.com”