UK Police Cite Mikkeller Beer For Appealing To Children

The UK’s Metropolitan Police were evidently policing metropolitan beer shelves when they happened upon cans of Mikkeller’s Side Eyes Pale Ale and decided that its cartoon-like label was deliberately trying to appeal to children.

Launched by Mikkel Borg Bjergsø in 2006, Mikkeller has set an admirable standard for gypsy breweries around the world, both in terms of brewing and branding. Its colorful labels have always been cartoonish, but this was the first time that Mikkeller had been accused of deliberately targeting under-age drinkers with its beer label design.

The police took the issue to the Portman group, an independent self-regulatory body in the United Kingdom with 100% self-righteousness and zero legal sway. However they can generate a lot of negative press for any brewery whose beer designs end up in their complaints panel and no one needs that.

In 2018 Flying Dog import Easy IPA which features whimsical by Ralph Steedman was indicted for encouraging ““immoderate consumption”.

In 2019 the not-for-profit took on Oakham Ales for its Thrill Seeker Pale Ale saying that the beer’s name had “too much bravado.”

In 2020, the Portman Group addressed a complaint against London’ Fourpure over its Juicebox Citrus IPA and the brewery changed the label.

And now thanks to the police, the Portman group is demanding that Mikkeller change the label artwork on Side Eyes, its popular 4.6% ABV Pale Ale.

“The artwork, which features an illustration of two figures, was criticized by the panel for featuring more than one character,” which according to the Drinks Business, “they ruled added to the childish appearance of the packaging. Amazingly the can’s size was also compared to that of a Coca Cola, which the Met Police argued furthered the appeal to minors.

Mikkeller argued that it had collaborated with the respected artist and designer, Keith Shore, who has been responsible for the visual Mikkeller-universe since 2013 and that the Philadelphia artist’s label was aimed at modern adult consumers and not designed as cartoons that would have a particular appeal to children.

According to The Morning Advertiser, Mikkeller has now implemented a redesign of the beer label in question, a company spokesperson adding passive- aggressively that “Side Eyes has never been targeted at under-18s.”

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(All image credits: Mikkeller)