The name of an award-winning beer has been changed by a brewery following customer complaints that it was racist. Moon Gazer’s White Face beer has been sold in pubs across the country for the past three years.
The company has received calls from pub landlords in recent months, complaining that customers had complained about the name.
Cheeky Jack, a play on the American name for a hare – a Jack Rabbit, will be the new name of the American-style IPA.
The names of all the company’s ales are inspired by links to hares, such as Nibbler and Jumper.
White Face originates from a centuries-old poem titled The Names of the Hare.
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The Telegraph reports that David Halliday, the brewery’s owner, said: “We have become aware that the name White Face just wasn’t sitting entirely comfortably with some people.
“Especially with those who are not familiar with our wider links to hares.
“Some people did not know the connection between the hare’s name and the white mountain hare.
“And, sadly, in some cases, giving rise to the feeling that there was an undercurrent of racism.
“This is, of course, a complete misunderstanding, but the fact that it created that impression was of genuine concern to us.
“There was never any intention to offend anyone.”
He continued: “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.”
“There was a short pause before he continued: ‘Name’s a bit racist though’.
“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.”
Some customers were furious when the brewery in Hindringham, Norfolk changed the name on its website.
Jacquelyn Allsop said: “Ridiculous. Sad if people only have this to worry about in their lives.”
Michael Taylor concurred, saying: “Won’t be buying any more of that then.”
But the change did not receive an entirely negative response, with Pete Mitchell saying: “Oh no. People will have to make a slightly different sound when ordering a beer.”
