A brewery has renamed one of its beers over fears that it sounded discriminatory. The White Face beer, brewed by Moon Gazer in Hindringham has been renamed it to Cheeky Jack.
Moon Gazer Ale uses hare names for all of their beers - including Jigfoot, Pintail and Nibbler. But their award-winning beer, White Face has been causing controversy with customers, reports NorfolkLive.
Feedback from pubs showed that people did not know the connection to the hare name, and instead felt that there was an 'undercurrent of discriminatory language'.
Owners of Moon Gazer, David and Rachel Holliday said: "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; “names 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. Cheeky Jack was born as the new name for White Face and our new champion! Its name is a play on the American name for a hare – Jack Rabbit."
Moon Gazer owners David and Rachel Holliday with the newly named Cheeky Jack (Image: Moon Gazer)
