Brewery renames White Face beer over racism concerns

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A brewery has decided to change the name of one of its award-winning beers after customers said it sounded “a bit racist”.

North Norfolk-based Moon Gazer Ale changed the name of its White Face golden IPA to Cheeky Jack.


The brewery named several of its hare-inspired beers, including White Face, from a medieval poem called the Names Of The Hare.

As it began to sell its drinks further afield, some misunderstood the name of the beer.

The new name "is a play on the American name for a hare - jack rabbit", Mr Holliday said. Pic: Moon Gazer
Image: Moon Gazer Ale changed the name of its White Face golden IPA to Cheeky Jack. Pic: Moon Gazer

Owner David Holliday said it sometimes resulted in the “feeling that there was an undercurrent of discriminatory language”.

“This is, of course, a complete misunderstanding,” he said in a statement on the brewery’s website.

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“But the fact that it created that impression was a genuine concern to us.

“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’.

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“There was a short pause before he continued, ‘Name’s a bit racist, though’.

“So, again this made us stop and reflect.

“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.”

Moon Gazer Ale changed the name of its White Face golden IPA to Cheeky Jack. Pic: Moon Gazer
Image: Pic: Moon Gazer

The new name “is a play on the American name for a hare – jack rabbit”, Mr Holliday added.

https://news.sky.com/story/brewery-renames-white-face-beer-after-customers-say-it-sounded-a-bit-racist-12879267