Northern Monk, an independent craft brewery based in Leeds, has responded to a ruling from the Portman Group made in July.
The ruling found Northern Monk in violation of 3.2(h) of the Naming and Packaging of Alcoholic Drinks Code, which states that packaging cannot appeal to under-18s.
Taking issue with the Portman Group’s phrasing – which described a light pink beer can with doodled pictures as “very similar to a diary or notebook of a teenager” – the brewery yesterday published a list of its objections, alluding to bias in a male-dominated trade.
In the statement, published on social media, Northern Monk wrote: “The reasoning of the pastel colours and its likeness to a teenager’s notebook honestly feels like a middle-aged bloke has said it’s too pink and not welcome.
“Let’s be honest most beer branding looks like it was designed by the same guy who’s been doodling skills and hops on his school planner since 2003.”
In the message, the brand continued: “We take responsibility seriously – we’re not about to stick cartoon unicorns on 10% caffeinated alcopops. But when an artist brings something beautiful, distinctive and a bit disruptive? We’re here for it. Every time.”
Created in collaboration with designer Amy Hastings, who showcases her signature pink artwork online, the can for Northern Monk’s DDH Hazy IPA featured an image of two porcelain dogs surrounded by abstract imagery.
Hastings commented: “I really loved working on this design for Northern Monk and Waitrose, it’s disheartening that my work has been so misunderstood. Especially as it has been particularly well received and has reached a wider female market in the craft beer world.
“I feel the verdict reached by the regulator misses the point of creating space for female designers to upend the masculine designs usually associated with this industry.”
The brewery concluded by noting that it plans to continue its working relationship with Hastings. Artwork by the designer is currently featured on other beer cans – including an IPA and a West Coast Pale Ale – available for purchase on the Northern Monk website.
