Fubar, described as a ‘unique schizophrenic’ pale ale by its creators has already been a hit in neighboring Denmark where the Systembolaget does not exist.
Hopes to expand their Nordic customer base to Sweden were dashed by Systembolaget which told the founders of Tiny Rebel Brewery in Wales that their logo was inappropriate for Swedish shelves.
“In reviewing this label, we believe this may be contrary to the Consumer Agency’s guidelines for advertising of alcoholic beverages to consumers.
“The overall impression including weapons and bullet holes are not expected to exercise special moderation,” a spokesperson for Systembolaget wrote in an email to the Welsh brewers.
The decision has come as a surprise to co-founder of Tiny Rebel Brewery, Bradley Cummings, who told BBC Wales; “They have a very different drinking culture over there.”
He added; “Looks like Fubar won’t be heading over to Sweden any time soon. It might have been our fault for not looking at the advertising laws.
“Every country is different and we do appreciate that. It would be boring if everything country was the same.”
Earlier this year Systembolaget temporarily halted the launch of a beer from band Iron Maiden for having a skull and crossbones on its label. The drink was eventually given the green light after the original logo was altered.
A Danish beer called ‘Lust’ was also slapped with a ban for having a topless cartoon lady on the label. Sytembolaget described it as ‘sexual’ and agreed to stock the beer once the scantily clad lady was replaced by a plain black background.