Brewery renames White Face beer after customers say it sounds racist

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A brewery has changed the name of its hare-inspired White Face beer after customers said it sounded a bit racist.

Moon Gazer Ale, based in North Norfolk, took the names of several of its beers, including White Face, from a medieval poem called The Names Of The Hare.

But as he started selling his drinks further afield, some people didn’t know the origins of the names.

In a statement on the brewery’s website, owner David Holliday said it sometimes felt like there was an undercurrent of discriminatory language.

Beer should do one simple thing which is to bring pleasure so if beer or more accurately its name were to move away from that, no matter how small, for us it was time for a change

David Holiday

This is, of course, a total misunderstanding, he said.

But the fact that it created that impression really concerned 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.

There was a short pause before he continued, Kinda Racist Names, though.

So, again, that made us stop and think.

Beer should only do one simple thing which is to bring pleasure so if beer, or more correctly its name, strayed from that, no matter how small, for us it was time for a change.

The brewery renamed White Face to Cheeky Jack.

His name is a play on the American name of a hare jack rabbit, Mr Holliday said.

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