A complaint against a Sheffield based Brewery’s tap handle and pump clip has been upheld by the alcohol industry’s Independent Complaints Panel (ICP).
The complaint, about Little Mesters Brewing Stan IPA Tap Handle and Pump Clip said: ‘The idea of Stan is a homage to one of the last ‘little Mesters’ in Sheffield. As much as I appreciate the respect to the history of the city of Sheffield in feel using a knife handle as a tap handle is perhaps a step too far and could encourage alcohol related violence.’
It was upheld under Code rule 3.2(b) which states that a drink, its packaging and any promotional material or activity should not in any direct or indirect way suggest any association with bravado, or with violent, aggressive, dangerous, anti-social or illegal behaviour. The full decision can be read here.
The Panel noted the company’s response that the tap handle was an honorific design to commemorate Stan Shaw who was a Little Mester, a title which referred to a master craftsman usually associated with Sheffield. The Panel took into consideration that images of blades and knives are used widely on UK alcohol packaging as they are not necessarily always used as weapons, and therefore may not automatically create a sufficiently strong link with violence and aggression under rule 3.2(b).
The Panel considered the image on the pump clip which included a stylised cartoon depiction of Stan Shaw posing with a knife, held in an upright position with his body turned towards it. The Panel considered that this image drew attention to the knife and made it the central focus of the design. The image of Stan Shaw was surrounded by numerous other blades in a circular fashion alongside the word ‘Stan’. The Panel expressed concern about the number of blades included in the imagery, particularly as they formed a prominent part of the design and appeared to be more akin to sharp weapons than utensils.
The Panel also noted that the image of Stan was holding the knife in an upright vertical fashion. The blade was curved into a tip at the end which gave the appearance that the blade was akin to a sharp dagger, rather than a blunted ceremonial knife. The Panel considered the combination of these elements meant that the imagery could potentially glamourise the depiction of sharp knives which were often used as weapons in violent crime.
The Panel considered the imagery in the wider context of the pump clip handle which was designed to mimic a knife handle which was reinforced by the action required of pulling the tap, where a person’s hand would be required to grip it in a similar fashion as one might brandish a knife.
When considering all of these contributing factors, the Panel upheld the pump clip and tap handle under Code rule 3.2(b) for creating an indirect association with violent behaviour.
Little Mesters Brewery has discontinued the product.
Rachel Childs, Chair of the Independent Complaints Panel (ICP) said: “In this case the Panel acknowledged that the producer had simply sought to celebrate an important local craftsman, however rising rates of knife crime in the UK, and particularly Sheffield where the marketing appeared, generate a high level of public concern so it’s important to remember that any depiction of knives on alcoholic packaging has to be approached with great caution.”
A spokesperson from Little Mesters Brewery said: “We respect the decision made by the Portman Group, and the important role they play in our industry. However we do not agree our branding celebrating a master craftsman and the huge part he, and other, Little Mesters played in building industry in our fantastic city in any way encourages anti social behaviour nor promotes knife crime.”