Political Correctness Gone Mad?
One of Scotland’s classic beers could be in a whole lot of trouble. The Sinclair Orkney Brewery’s standout barleywine Skull Splitter (8.5%abv) has fallen foul of drinks industry watchdogs the Portman Group over it’s “aggressive” theme. The London based organisation have a strict (and rigidly enforced) code of practice on the naming and promotion of alcoholic drinks, to protect us members of the public from all kinds of potential evils:-
“The Code prohibits the marketing of alcoholic drinks to under-18s; the alcohol content of a drink must be made absolutely clear; its alcoholic strength should not be dominant; it must not encourage rapid or down-in-one drinking; there must be no association with illegal drugs, bravado, aggression or anti-social behaviour and any suggestion that the drink will lead to sexual success or increased popularity is also banned…”
Just recently a management consultancy (PIPC) produced a report for the Portman Group and highlighted Skull Splitter because “it’s name implies violence and also the impact the strength may have on the drinker”. If found to be in breach of the code (the Portman Group will meet later in the year to consider the PIPC report), Skull Splitter could be removed from sale. An idle threat? A quick look at their website reveals ‘Cider Drinks taken off shelves’ (Blackout Cider was deemed to carry “strong connotations of alcohol-induced unconsciousness”, and Mega White Cider was pulled up because the label described it’s ‘mega strength’).
It should be stressed that the group are made up of members of the drinks industry themselves, and any complaints made to them are heard by an independent panel currently chaired by former Director General of the Prison Service, Sir Richard Tilt. They switched to marketing regulation in the mid-1990’s alcopop boom, and no doubt saved many schoolkids hangovers as a result. They are also behind the established Drinkaware campaign.
But Skull Splitter is no Mega White Cider – it’s one of Scotland’s best barleywines, and massively popular (particularly in North America, where they know a thing or two about 8-12%’ers). It’s not sold in supermarkets or off licences, has won numerous awards, and the suggested food pairing on the label is pâté, for crying out loud! If the name Skull Splitter is aggressive, it’s because it’s named after Thorfinn Hausakluif, the Seventh Viking Earl of Orkney – who clearly had a firm way of settling arguments.
And as for the ‘implication that the strength will have on the drinker’ – how are breweries supposed to market strong ales? The first one specifically labelled as a barley wine was the turn of the century Bass No.1 Ale – no implication there. But all you have to do is Google for that style of drink, and what names do you get? Headcracker, Blithering Idiot, Old Horizontal, Buzzard’s Breath, and the quite brilliant Baz’s Bonce Blower. Are the Portman Group going after all of these as well?
The bottom line is Skull Splitter is a serious product, not cheap pissup fuel. The Portman Group have a serious responsibility, and removing the likes of Blackout Cider from our shelves can’t be that much of a bad thing (and that particular complaint was lodged from within the industry, by the National Association of Cider Makers) – but honestly, let’s hope common sense prevails and the Sinclair Orkney Brewery retain their strong ale and can continue to market it to lovers of strong beer everywhere…
…incidentally, we tried the beer in question when the BeerCast visited the Scottish Beer Festival in June. For the record, this is what we thought. We’ll keep you posted on the findings of the complaints panel when they meet later in the year.
5. Skull Splitter (8.5%)
Sinclair Orkney Brewery, Quoyloo, Orkney.
Recently named Scotland’s best Barleywine for 2008, Skull Splitter is a mighty concoction. We bought a collective half to sample (it was 4 o’clock in the afternoon) to see what the fuss was about. There’s certainly a distinctive ‘prunes soaked in vodka’ smell to it, although I didn’t pick up any of the suggested apple and/or plum. Very spicy taste, and surprisingly subtle, but to be honest one to sip in different surroundings than at a beer festival.
