Sheffield: New branding for beer after knife complaint
A beer logo created in memory of a celebrated Sheffield knife maker has been redesigned after a complaint that it encouraged violence was upheld.The branding for the ale "Stan" included a cartoon of the last little mester Stan Shaw holding a knife, and in one pub, an ornate knife handle is used to pour the beer.A complaint about the product was upheld by alcohol industry regulator the Portman Group, which said a drink should not suggest any association with violence.The new branding has changed the image and removed the cartoon knives around it on the tap clip - but the handle, which sparked the complaint, will still be used.
Stan Shaw, who died at the age of 93 in 2021, made knives for The Queen, US presidents and Elvis Presley.His son, Kevan Shaw, said his creations were "works of art" and sell at auctions for up to £2,000.But the complainant said the tap handle at Dale Sports Bar, inspired by his work, was "perhaps a step too far and could encourage alcohol related violence".
The beer, which was launched in 2022 to honour Mr Shaw's skills, has not been the subject of any other complaints.Little Mesters Brewing co-owner Ben Shaw, of no relation to the craftsman, said: "When we created [the beer], it was purely to commemorate him and what he did."He was a master knife maker – it would be difficult not to have a knife on it."We hope the change will keep people who want to celebrate Stan happy, but also futureproof the label and comply with advertising guidelines."
The complaint panel's report noted that there were no handles attached to the blades surrounding the image of Mr Shaw, which "made them appear more like dangerous weaponry than ceremonial or cutlery knives".The new design shows an outline of the mester at his workbench but does not feature any blades.Kevan said: "I think it's amazing. I prefer 'the last mester' to 'Stan'."The new labels are expected to be on the products on shelves by mid-March.
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