Sweden green-lights new Iron Maiden beer label
Sweden's state run liquor store monopoly Systembolaget, which previously refused to launch a new Iron Maiden beer due to concerns over the skull and crossbones motif, has given the go-ahead on a revamped and toned down design.
"We changed the label by solely focusing on the face of Eddie the mascot," the Robinson brewery, the brewers behind the beer, in a statement.
"We're happy to announce that the (new) label, which is exclusive for Sweden, has been accepted."
Systembolaget declined to comment on exactly what was unacceptable about the previous design, taken from the UK rockers' 1983 single The Trooper, but the brewery explained the clash:
"Alcohol laws don't allow elements of war, weapons, or aggressiveness on alcoholic products. We couldn't sell Trooper without changing the design," it wrote.
The beer will now be available in Systembolaget outlets around the country, as well as in bars and restaurants.
Contentious beer labels are nothing new for Sweden. The Local reported last month that a brewery in Denmark was forced to change the design on its Lust beer after Systembolaget deemed the cartoon depiction of a topless women to be too sexy for Sweden.
IN PICTURES: An up-close look at the 'sexy' Danish beer bottles
"We can't accept the label, it's against Sweden's alcohol laws," Systembolaget spokesman Lennart Agén told The Local at the time.
A censored version of the cartoon was later accepted by the alcohol chain.
The Local/og
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"We changed the label by solely focusing on the face of Eddie the mascot," the Robinson brewery, the brewers behind the beer, in a statement.
"We're happy to announce that the (new) label, which is exclusive for Sweden, has been accepted."
Systembolaget declined to comment on exactly what was unacceptable about the previous design, taken from the UK rockers' 1983 single The Trooper, but the brewery explained the clash:
"Alcohol laws don't allow elements of war, weapons, or aggressiveness on alcoholic products. We couldn't sell Trooper without changing the design," it wrote.
The beer will now be available in Systembolaget outlets around the country, as well as in bars and restaurants.
Contentious beer labels are nothing new for Sweden. The Local reported last month that a brewery in Denmark was forced to change the design on its Lust beer after Systembolaget deemed the cartoon depiction of a topless women to be too sexy for Sweden.
IN PICTURES: An up-close look at the 'sexy' Danish beer bottles
"We can't accept the label, it's against Sweden's alcohol laws," Systembolaget spokesman Lennart Agén told The Local at the time.
A censored version of the cartoon was later accepted by the alcohol chain.
The Local/og
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