Posted on May 11, 2019, 12:47 PM IST
AMSTERDAM BREWERY COMES UNDER FIRE
India is a land of many religions and Indians take their religion very seriously. Friekens Brewery which is based out of Amsterdam (Netherlands) recently came under the fire due to an inappropriate depiction of the Hindu God Ganesh on its beer bottle.
The protest against the same was spearheaded by Rajan Zed who is a distinguished leader from the Indian association in Reno and the president of Universal society of Hinduism. Zed had explained the basis of his protest by stating the holy stature of Ganesh , as that of a Hindu God and the contempt associated with the use of the God’s image on an alcoholic beverage. He had stated that “It was deeply trivializing of immensely venerated Hindu deity Lord Ganesh to be portrayed on a beer label with what appeared to be a hop-flower (primarily used in making beer) in one hand and a bottle in another hand, and his vahana (mount) mouse drinking from a bottle”
Sid Benson is a noted brewer and Friekens Brewery has been into this business since years. They specialize in making speciality beers. In the wake of the protests the Amsterdam brewery has not just apologized but also removed the image of Lord Ganesha from the labels of their beer. The brewery sent an email to Zed stating that “We would like to apologise for the use of the image of Ganesh on the label of our I.P.A. beer. We never meant to offend anyone. Our apology. All reference to Ganesh and his image have been removed from our website, and we will develop a new brand identity for our I.P.A.”
Friekens Brewery whose tagline is “Tasty beer, brewed with love” has experienced considerable hate from the Hindus owing to their labelling stunt. Their swiftness in addressing the problem was definitely the right thing to do.