Beer Industry Resources
30.1.09
Alcohol Nannies Don't Like Vikings?
As we mentioned last month, the Orkney Brewery, based in northern Scotland's Orkney Islands, finds itself on the defensive from a UK alcohol industry watchdog group called the Portman Group. We've found a little bit more info about this. An article from the BBC late last year details how a report commissioned by the Portman Group complains that the name and Viking image on the label of the brewery's world famous "Skull Splitter" Scotch Ale is too "aggressive", implies violence, and connotes a powerful effect on the drinker (it has 8.5% ABV). Instead of laughing this off and dismissing the complaint outright, the Portman Group is now investigating and there is a possibility that they may order the beer removed from British store shelves after 20 years on the market.
In case you think there's no danger of them actually doing something as silly as banning Skull Splitter, evidence shows otherwise. A quick review of the Portman Group's website reveals their "Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks", which, among other things, prohibits any packaging that "glamorises" the product's strength, suggests "bravado" or any "dangerous" or "anti-social behaviour", or suggests any link to sexual or social success.
Their site also details how they have recently removed "Blackout Cider" from market because they claim its name promotes reckless drinking and their Code bans manufacturers from promoting any intoxicating effect. And then there's "Mega White Cider" which offended Portman's sensibilities by using the term "mega strength" on its packaging, and has been banned until the offending phrase is removed. However, manufacturers are obligated by the Code to make the alcohol content of their products obvious to consumers. But apparently promoting it and making it a "dominant theme" is bad and worthy of a ban. Apparently the Portman Group believes the citizens of Great Britain to be so childlike as to require Portman to protect and safeguard them from marketing messages that they are just too simple-minded to process as adults.
Now Orkney Brewery is in the crosshairs despite claiming to have repeatedly explained to Portman Group that the name and Viking image on the label is an homage to the 7th Viking Earl of Orkney, who was dubbed "Skull Splitter". But yet they still have come under "investigation".
So, let's see if we can summarize the Portman Group's position if they do, in fact, issue a ban: Referencing an historical Viking figure will incite people to recklessness and violent behavior. The image of a Viking on a beer bottle will certainly cause drinkers to pillage neighboring towns. Clearly the brewery's choice of the name "Skull Splitter" indicates their approval of medieval violence and their wish to promote this policy among the citizenry of the UK. Additionally, consumers are capable of controlling themselves when viewing the prominent and mandated 8.5% ABV on the label, but upon reading the name "Skull Splitter", an uncontrolled primal enthusiasm for drunkenness will erupt leading to the loss of all their faculties and fervent engagement in all manner of ribald, reckless, and self-destructive behavior.
Please...
Skull Splitter has been sold for 20 years worldwide (and prior to the development of Portman Group's Code). No instances of violence or self-destructive behavior have been cited by any media source that I've seen following this story. Yet we may see Skull Splitter removed from market anyway. Maybe Orkney will bring it back and call it Soothing Breezes Ale, or Happy Smiley (But Not Intoxicated) Ale, or Basket of Kittens Ale. Would that be ok?? Or does that show too much personality and attitude too? Maybe it should just say "Beer" in block letters on the label...
We enjoyed featuring this beer in our inaugural International Club and Domestic & Int'l Variety Club shipments in July 2004. Needless to say, we received no reports of pillaging. Let's hope the Portman Group shows rational judgment and does not uphold this complaint. We'll follow up on this story in a future post.
In case you think there's no danger of them actually doing something as silly as banning Skull Splitter, evidence shows otherwise. A quick review of the Portman Group's website reveals their "Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks", which, among other things, prohibits any packaging that "glamorises" the product's strength, suggests "bravado" or any "dangerous" or "anti-social behaviour", or suggests any link to sexual or social success.
Their site also details how they have recently removed "Blackout Cider" from market because they claim its name promotes reckless drinking and their Code bans manufacturers from promoting any intoxicating effect. And then there's "Mega White Cider" which offended Portman's sensibilities by using the term "mega strength" on its packaging, and has been banned until the offending phrase is removed. However, manufacturers are obligated by the Code to make the alcohol content of their products obvious to consumers. But apparently promoting it and making it a "dominant theme" is bad and worthy of a ban. Apparently the Portman Group believes the citizens of Great Britain to be so childlike as to require Portman to protect and safeguard them from marketing messages that they are just too simple-minded to process as adults.
Now Orkney Brewery is in the crosshairs despite claiming to have repeatedly explained to Portman Group that the name and Viking image on the label is an homage to the 7th Viking Earl of Orkney, who was dubbed "Skull Splitter". But yet they still have come under "investigation".
So, let's see if we can summarize the Portman Group's position if they do, in fact, issue a ban: Referencing an historical Viking figure will incite people to recklessness and violent behavior. The image of a Viking on a beer bottle will certainly cause drinkers to pillage neighboring towns. Clearly the brewery's choice of the name "Skull Splitter" indicates their approval of medieval violence and their wish to promote this policy among the citizenry of the UK. Additionally, consumers are capable of controlling themselves when viewing the prominent and mandated 8.5% ABV on the label, but upon reading the name "Skull Splitter", an uncontrolled primal enthusiasm for drunkenness will erupt leading to the loss of all their faculties and fervent engagement in all manner of ribald, reckless, and self-destructive behavior.
Please...
Skull Splitter has been sold for 20 years worldwide (and prior to the development of Portman Group's Code). No instances of violence or self-destructive behavior have been cited by any media source that I've seen following this story. Yet we may see Skull Splitter removed from market anyway. Maybe Orkney will bring it back and call it Soothing Breezes Ale, or Happy Smiley (But Not Intoxicated) Ale, or Basket of Kittens Ale. Would that be ok?? Or does that show too much personality and attitude too? Maybe it should just say "Beer" in block letters on the label...
We enjoyed featuring this beer in our inaugural International Club and Domestic & Int'l Variety Club shipments in July 2004. Needless to say, we received no reports of pillaging. Let's hope the Portman Group shows rational judgment and does not uphold this complaint. We'll follow up on this story in a future post.
