• Sweden edition
 
Pilot sticker lands French wine with Swedish ban

Pilot sticker lands French wine with Swedish ban

Published: 14 Dec 2012 15:02 GMT+01:00
Updated: 14 Dec 2012 15:02 GMT+01:00

The Swedish state alcohol-monopoly has banned a French wine from its shelves because the label shows a pilot in action, prompting the importer of the "Flying Solo" wine to appeal the ban.

“We don’t see how a person drinking this wine would want to go fly a plane from the 1930s, nor how it would encourage anyone to slip into the cockpit,” the wine importer wrote in a lengthy email exchange with regulators at the state alcohol sellers Systembolaget.

But Systembolaget referred to guidelines from the Swedish Consumer Protection Agency (Konsumentverket).

“Marketing cannot in its design conjure associations with situations where alcohol consumption is inadvisable, such as traffic, sports or work,” the representative wrote.

Nor did Systembolaget find the label's historic context relevant - that pilots in the 1930s had used the Gayda vineyard's unusually tall signature tree as a landmark when they navigated south from Toulouse to deliver post to Spain, and even further afield in North America and in Latin America.

Whether the name 'Flying Solo' or its slogan "a taste of freedom" acted against the wine in the Systembolaget verdict is unclear.

The wine importer responded to the ban by sending images of other wines with labels that he thought should also be prohibited according to the letter of the law.

The Australian shiraz Fox Creek shows a fox flying high in the sky in a propeller plane. But Systembolaget said the drawing was too clearly fictional to pose a problem.

He also sent along an image of a chardonnay, where the label depicts a woman in turn-of-the-century garb astride a bicycle - seemingly qualifying as "sport" in the consumer agency directive.

Systembolaget was not swayed by the pastoral scene.

“To cycle on an empty meadow is not the same as delivering post by plane,” the Systembolaget representative wrote in defence of its judgement.

If the Alcohol Products Committee (Alkoholsortimentsnämnden) at Sweden's Legal, Financial and Administrative Services Agency (Kammarkollegiet) upholds the ban, the importer will have to relabel the bottles in order to get them sold.

The Local/at

Follow The Local on Twitter

Don't miss...X
Left Right

Your comments about this article

15:57 December 14, 2012 by johan rebel
What can one say . . . . only in Sweden!
16:11 December 14, 2012 by ardnis
ah ah ! you can see the bottle here:

http://www.gaydavineyards.com/fr/flying-solo/flying-solo-grenache-blanc-viognier
16:47 December 14, 2012 by Blecch
I feel an incredible compulsion to tip one up whilst piloting a biplane... although feel oddly conflicted by the possibility of imbibing astraddle a bicycle in the countryside.
17:26 December 14, 2012 by StockholmSam
Ridiculous and embarrassing. Just sell the damn wine and let all of us adult consumers decide how to act when we drink...that's the way it's going to happen anyway. And since I drive a car frequently but only rarely drive a plane or am in the vicinity of a flying airplane, I am more worried about the drunk cyclist swerving in front of me unexpectedly. Just another example of how the decision-makers are rarely the ones most qualified to make the decisions.
17:44 December 14, 2012 by RobinHood
I drank half a bottle of Flying Solo in 2008 and immedietly resigned from my job as an accountant and retrained to be a pilot for the post office. A job I now frequently do when drunk on this wine. I have a colleague who is a fox, and another who thinks he is the Red Baron. Yet another colleague drinks Spitfire ale, and has bought a .... yes you guessed it. As for the air traffic controller who drinks five litres of Bishops Finger a day, well the less said about him the better.

I am living proof that the people at Systemet are doing a fine job spending their time and taxpayers' money on this sort of thing.
23:38 December 14, 2012 by jack sprat
Hypocrisy in the extreme.

As previously stated, ....only in Sweden.
Today's headlines
Florida 'mystery knight' dies in Sweden
Michael Boatwright (R) and Medieval knight re-enactors.

Florida 'mystery knight' dies in Sweden

The "motel mystery" American who baffled US authorities by only speaking Swedish when he woke up from a coma last year has passed away, Swedish media reported on Wednesday. READ () »

Swedes open coffin of 850-year-old king
Photo: Bertil Ericson/TT

Swedes open coffin of 850-year-old king

UPDATED: Scientists pried open the 850-year-old casket of King Erik the Holy on Wednesday, hoping to find out more about the king, his crown, and his eating habits. READ () »

TeliaSonera announces first-quarter profit drop
TeliaSonera CEO Johan Dennelind. File photo: TT

TeliaSonera announces first-quarter profit drop

Stockholm-listed telecom operator TeliaSonera on Wednesday said profits had fallen in the first quarter, but hoped offering customers more data solutions in the future would turn things around. READ () »

'Imperfect EU better than revolting nationalism'
Fredrik Reinfeldt. File photo: TT

'Imperfect EU better than revolting nationalism'

Swedish Prime Minister Fredrik Reinfeldt on Wednesday urged young voters to head to the European parliamentary polls on May 25th "to cure the European disease of nationalism". READ () »

Ericsson quarterly profit defies sluggish sales
Ericsson CEO Hans Vestberg at the first quarter press conference. Photo: TT

Ericsson quarterly profit defies sluggish sales

Swedish telecom giant Ericsson on Wednesday announced a drop in sales but posted a sharp rise in first-quarter profit, which nonetheless fell shy of analyst predictions. READ () »

Fatal Norrköping brawl
Four brothers held as cops fear brawl reprisals
Photo: Johan Nilsson/TT

Four brothers held as cops fear brawl reprisals

Swedish police fear that several people involved in a brawl in eastern Sweden on Monday night may be seeking revenge after two brothers were shot dead. READ () »

Sponsored Article
Beautiful pearls of southeast Sweden
The town of Västervik.

Beautiful pearls of southeast Sweden

Ask a Swede, and they are likely to say that their favourite holiday spot is in the southeast of Sweden. Eastern Småland and Öland offer a smörgåsbord of all the things dearest to the Swedes - from the beloved children's book author Astrid Lindgren to deep forests, long sandy beaches, perfect spots for that all-important 'fika', and a surprising amount of space, peace and quiet. READ () »

Weekend weather to bring summer warmth
Swedes enjoy hot dogs and cherry blossoms in Stockholm's Kungsträdgården. Photo: Jessica Gow/TT

Weekend weather to bring summer warmth

The sun is set to stick around and temperatures could climb into the twenties over the weekend, Swedish meteorologists said on Wednesday READ () »

'Day-care rapist' admits molesting eight kids

'Day-care rapist' admits molesting eight kids

A 21-year-old man confessed on Wednesday to sex crimes against eight children at a day care where he was working as an intern. READ () »

Swedish cops nab man for having big muscles
An unrelated bodybuilder. File photo: Ann Törnkvist

Swedish cops nab man for having big muscles

Police in Sweden's south who hauled a muscular man in for steroid testing have had their knuckles rapped, after it was ruled that big biceps cannot be grounds for narcotics suspicions. READ () »

RECEIVE OUR NEWSLETTER AND ALERTS
TT
Gallery
Inside the 850-year-old king's coffin
Features
Sponsored: South-eastern Sweden offers Öland beaches and more
Gallery
Swedish underwear shop puts staff in front of the camera
Gallery
IN PICTURES: The Local's Property of the Week - Täby
Sponsored: India+Sweden Week - India Unlimited
Features
Sponsored: India+Sweden Week - A film, food, and finance feast
National
University applications rocket to record high
finest.se
Gallery
People-watching April 18-20
TT
Society
Kids in Victorian garb mark Swedish Easter
Shutterstock
National
Swedish MP ordered chemtrail probe
Society
Swedish supermarket Ica pulls contested Easter commercial off air
Kungahuset
Society
Swedish royals set baptism date for princess
finest.se
Gallery
People-watching April 16
Advertisement:
Politics
Who's the prime minister's heir?
Alfie Atkins
Society
Are children's books the key to families integrating in Sweden?
National
'Sweden Dem protests cater to party's martyr image'
National
'Swedish research grants were fantastic, but now it's like Australia'
Society
Only in Sweden: The ten problems you'd never encounter elsewhere
National
Swedes stopped to take my picture, but didn't look me in the eyes
Business & Money
A swipe of the hand replaced cash and cards in Lund
YouTube
Features
Video: Oliver Gee finds out how to embrace The Swedish Hug
TT
National
Abba duo hints at reunion
Private
National
Flash mobs hug it out across Sweden
Finest.se
Gallery
People-watching April 11-13
Stockholm School of Economics
Sponsored Article
Why a bachelor's degree is no longer enough
Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

Blog Update: The Diplomatic Dispatch

28 October 15:16

The Green Growth Group Summit »

"Today on the 28 October in Brussels, a large group of key EU Ministers and business people, including UK Secretary of State for Energy and Climate Change Edward Davey, and Swedish Environment Minister Lena Ek, will meet to discuss green growth. They all have a stake in resolving a challenge which, although it is crucial..." READ »

719
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com