PC name change for beer that brewed up par­lia­men­tary storm

Birmingham Post - - NEWS -

AN award-win­ning ale which once fea­tured a pic­ture of a buxom blonde bunny girl has been re­branded again – amid con­cerns it is still too of­fen­sive.

Slater’s best-sell­ing ale Top Totty will be re­named 1Hop from next month.

But bosses have moved to re­as­sure drinkers that the recipe will not change.

Stafford-based Slater’s first brewed Top Totty back in 1998 as a one-off sum­mer spe­cial.

How­ever, due to its pop­u­lar­ity, the de­ci­sion was made to keep Top Totty as a per­ma­nent beer – and it has since gone on to win many awards.

The orig­i­nal pump badge was of a car­toon blonde woman wear­ing only white lin­gerie, a pink bow tie and bunny ears. Slater’s said it was de­signed to be hu­mor­ous.

But it came to na­tional at­ten­tion in 2012 when it was banned from Par­lia­men­tary pub Strangers’ Bar af­ter Shadow equal­i­ties min­is­ter Kate Green claimed she was “dis­turbed” by the la­bel.

Fol­low­ing feed­back and a “change in times”, the bunny girl was axed four years ago.

Now, the ale is un­der­go­ing yet an­other re­brand.

A Slater’s spokesman said: “Top Totty is Slater’s Ales most suc­cess­ful ale. The orig­i­nal bunny girl was de­signed to be hu­mor­ous and never in­tended to of­fend any­one.

“But fol­low­ing feed­back, and with the change in times, the deci- sion was made 2014 to re­move bunny girl. “We ac­knowl­edged that this wasn’t ap­pro­pri­ate for the beer mar­ket and mod­ern so­ci­ety. “Dur­ing the fol­low­ing four years we have ar­gued within our­selves about what is the cor­rect thing to in the do with Top Totty, bear­ing in mind its pop­u­lar­ity with drinkers and the feed­back re­ceived from de­trac­tors.”

“As a re­sult of fo­cus groups we have hosted, the de­ci­sion has been made to com­pletely re­brand the beer to en­sure as a brew­ery that we are do­ing all we can to en­sure all cus­tomers are happy drink­ing our award-win­ning ales.”

> Slater’s Top Totty has been re­branded as 1Hop beer

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