E-Malt.com News article: USA: Connecticut wants to ban British beer with elf label

A constitutional battle is brewing over a holiday beer that state officials are trying to ban because they say its label might entice children to drink, Associated Press communicated on October 29. The state believes it would be really awful for kids to see the label on the British import Seriously Bad Elf.

The state believes it would be really awful for kids to see the label on the British import Seriously Bad Elf. It shows a mean-looking elf with a slingshot firing Christmas ornaments at Santa's sleigh as it flies overhead.

State liquor regulations bar alcohol advertising with images that might appeal to children. The regulations specifically mention Santa. "There are certain symbols and images that appeal more strongly to children and this regulation includes the most obvious among them," Attorney General Richard Blumenthal said. "The state has wide discretion to regulate the sales of alcohol."

The state Liquor Control Division notified Massachusetts-based Shelton Brothers distributors that it was rejecting its application to sell the beer, a bitter winter ale brewed at the Ridgeway Brewery in England.

Dan Shelton cried foul. After all, his company had no such problems when it sold Bad Elf and Very Bad Elf in previous years. It sells the beer in 30 other states and none have complained. "We even had a beer called Santa's Butt last year," Shelton said. "They didn't notice Santa's Butt, but they notice this one. How can you miss that big red thing? Minors are not going to be looking to buy beer because Santa Claus is on the label."

Messages seeking comment were left with the Department of Consumer Protection, which oversees the Liquor Control Division.

Federal law limits what can be printed on beer labels but does not address marketing to children. Each state sets its own laws and, once a beer label is approved federally, it still needs state approval.

Most states limit alcohol marketing to minors and many prohibit the use of images such as Santa Claus and the Easter Bunny, according to a 2003 report by the Center on Alcohol Marketing and Youth at Georgetown University.

Two industry groups, the Beer Institute and the Distilled Spirits Council of the United States, have adopted voluntary codes of conduct prohibiting the use of Santa Claus in alcohol marketing.


01 November, 2005