{"id":144854,"date":"2023-12-18T11:56:14","date_gmt":"2023-12-18T11:56:14","guid":{"rendered":"https:\/\/theprojectsworld.com\/?p=144854"},"modified":"2023-12-18T11:56:14","modified_gmt":"2023-12-18T11:56:14","slug":"ice-lolly-themed-ipa-is-axed-over-its-appeal-to-children","status":"publish","type":"post","link":"https:\/\/theprojectsworld.com\/world-news\/ice-lolly-themed-ipa-is-axed-over-its-appeal-to-children\/","title":{"rendered":"Ice-lolly themed IPA is axed over its appeal to children"},"content":{"rendered":"
An ice lolly-themed beer has been axed after a boy saw his father drinking it and burst into tears because he wasn’t allowed to try it .<\/p>\n
The four-year-old’s mother complained about Rocket Lolly IPA to alcohol watchdogs who agreed the offering appealed to children.<\/p>\n
Booze industry regulator Portman Group upheld the mother’s complaint and brewery Northern Monk agreed to discontinue the ale.<\/p>\n
The mother said: ‘We raised our four-year-old to understand what alcohol is and why he is not permitted to try it.<\/p>\n
‘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.<\/p>\n
<\/p>\n
Beer maker Northern Monk has axed its Rocket Lolly IPA after alcohol regulator Portman Group found that it appealed to children<\/p>\n
<\/p>\n
Northern Monk previously had to discontinue its hot cross bun ale for the same reason<\/p>\n
‘Of the dozens of can designs he’s seen, this is the only one that has ever held appeal to him.’<\/p>\n
The tin for the 4.7% ABV brew shows the classic, rocket-shaped ice treat – popular with kids for generations.<\/p>\n
It also broke rules because its alcoholic strength and description were not easily visible on the dark purple label.<\/p>\n
The Leeds-based beer-maker has previously agreed to discontinue a hot cross bun-themed 5% ABV pale ale called Wasted after it was also criticised for appealing to under-18s.<\/p>\n
Portman Group said: ‘The word wasted is common slang for being very drunk and it is the most prominent word on the packaging.’<\/p>\n
Independent complaints panel interim chair Rachel Childs said: ‘I welcome that Northern Monk has decided to discontinue both beers, which in this instance have fallen foul of the code.<\/p>\n
‘Producers of alcoholic drinks should take care to ensure their products are marketed responsibly, without a particular appeal to children and that they do not encourage, even indirectly, immoderate consumption.’<\/p>\n
Northern Monk said: ‘We have taken on board feedback from the Portman Group which will inform future decisions around pack design.’<\/p>\n