White Face beer renamed after concerns it was ‘a bit racist’

Norfolk Brewhouse, which is known for its Moon Gazer brand, has renamed its White Face IPA to Cheeky Jack after concerns it sounded racist.

The brewery, which has named several of its beers, including White Face, from a mediaeval poem called the Names Of The Hare, realised its blunder and made the changes swiftly.

Moon Gazer owner David Holliday revealed that the beer name had previously conjured a “feeling that there was an undercurrent of discriminatory language” and explained on the brewery’s website that “this is, of course, a complete misunderstanding,” but admitted that “the fact that it created that impression was a genuine concern to us”.

His decision followed an incident when he recalled overhearing a beer lover voicing their enjoyment of the beer, but indicating that the name was racist.

Holliday explained: “Mrs Moon Gazer and I were recently sitting in a pub beer garden and overheard a man showing his pint to his beer buddy and proclaiming, ‘Now this beer is totally lush’ but there was a short pause before he continued,” he added, also overhearing them state: ‘Name’s a bit racist, though’ and admitted that this was what provoked his decision to rename the beer.

Holliday observed how “this made us stop and reflect” and highlighted the importance of listening to others, especially when it appear to be an issue perceived as discriminatory.

He added: “Beer should do one simple thing – that is to bring pleasure – so if the beer, or more accurately its name was moving away from that, however small, for us, it was time for a change. Cheeky Jack was born as the new name for White Face and our new champion. Its name is a play on the American name for a hare – Jack Rabbit.”