A brewery has decided to change the name of one of its award-winning beers after customers said it sounded “a bit racist”.
North Norfolk-based Moon Gazer Ale changed the name of its White Face golden IPA to Cheeky Jack.
The brewery named several of its hare-inspired beers, including White Face, from a medieval poem called the Names Of The Hare.
As it began to sell its drinks further afield, some misunderstood the name of the beer.
Image: Moon Gazer Ale changed the name of its White Face golden IPA to Cheeky Jack. Pic: Moon Gazer Owner David Holliday said it sometimes resulted in the “feeling that there was an undercurrent of discriminatory language”.
“This is, of course, a complete misunderstanding,” he said in a statement on the brewery’s website.
“But the fact that it created that impression was a genuine concern to us.
“To add to this, Mrs Moon Gazer and I were recently sitting in a pub beer garden and overheard a man showing his pint to his beer buddy and proclaiming, ‘Now this beer is totally lush’.
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“There was a short pause before he continued, ‘Name’s a bit racist, though’.
“So, again this made us stop and reflect.
“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.”
Image: Pic: Moon Gazer The new name “is a play on the American name for a hare – jack rabbit”, Mr Holliday added.