US beer-maker to pull ‘Gandhi-Bot’ brand after complaints
Company says it made decision to rebrand after meetings with Indian-American business owners and temple leaders
PHOTO: NEW ENGLAND BREWING COMPANY
CONNECTICUT:
A US microbrewery said on Friday it will stop using the name and Gandhi’s image on one of its beers after receiving complaints that it was offensive to the Indian community.
New England Brewing Company of Connecticut had been marketing its India pale ale under the name “Gandhi-Bot,” with a label and cartoon image depicting a robot version of Gandhi. Gandhi is widely revered for leading India to independence from Britain through non-violent resistance.
"After careful consideration we feel that renaming Gandhi-Bot is the right move (the beer will remain the same)," the brewing company said in a statement. "Taking these steps will allow us to express our support for the Indian-American community while also limiting any economic losses."
The company said it made the decision to rebrand the beer following meetings with Indian-American business owners, temple leaders and state officials, including Glastonbury State Representative Prasad Srinivasan.
The company had apologised earlier this month after complaints the beer label was offensive.
Srinivasan said he was glad that brewer was rebranding the ale.
"Our sensitivity on this important issue has been addressed and I am looking forward to the early release of their renamed and re-branded product,” he said.
A US microbrewery said on Friday it will stop using the name and Gandhi’s image on one of its beers after receiving complaints that it was offensive to the Indian community.
New England Brewing Company of Connecticut had been marketing its India pale ale under the name “Gandhi-Bot,” with a label and cartoon image depicting a robot version of Gandhi. Gandhi is widely revered for leading India to independence from Britain through non-violent resistance.
"After careful consideration we feel that renaming Gandhi-Bot is the right move (the beer will remain the same)," the brewing company said in a statement. "Taking these steps will allow us to express our support for the Indian-American community while also limiting any economic losses."
The company said it made the decision to rebrand the beer following meetings with Indian-American business owners, temple leaders and state officials, including Glastonbury State Representative Prasad Srinivasan.
The company had apologised earlier this month after complaints the beer label was offensive.
Srinivasan said he was glad that brewer was rebranding the ale.
"Our sensitivity on this important issue has been addressed and I am looking forward to the early release of their renamed and re-branded product,” he said.