Beer pin-up canned for being sexist

A BEER logo featuring a scantily clad woman has been removed from pubs amid concerns it was too sexist.

Nottingham-based Castle Rock has brewed a beer in honour of Second World War pin-up Elsie Mo since 2014 and it is one of the company’s top selling ales.

It has been ditched in favour of a more politically correct design, which pays more sedate homage to female pilots.

It is the third rebrand for the award-winning Elsie Mo, first brewed in 1998 and Castle Rock’s second biggest selling core beer.

Inspired by the historic images of American warplane nose art, the original pump clip featured a blonde pin-up in a pink top.

She was made more voluptuous in 2007, in a move executives considered to be in tune with the ale’s slogan “full-bodied and totally irresistible”.

Castle Rock managing director Colin Wilde said: “It is time to acknowledge that the sexualised presentation of Elsie Mo is not accepted by a culture that celebrates equality.

“While we never set out to offend we acknowledge that the pump clip may have been regarded as offensive and we now think the time is right to move forward.”