A Footscray brewery has been caught on the hop by the industry watchdog’s ruling on one of its beers.
Craft brewery Hop Nation introduced its Jedi Juice line of beers in 2017, tapping into the growing popularity of the hoppy New England IPA (NEIPA) style.
But the name and design – a stylised image inspired by Star Wars character Princess Leia – has been pinged by authorities for being too appealing for people aged under 18.
Alcohol industry watchdog ABAC investigated Hop Nation following a complaint from the public in May.
The anonymous complainant had visited a bottleshop with a friend’s teenage boys. He said he was concerned when the boys, aged 14 and 15, became “very excited” when they saw the Jedi Juice packaging, asking if they could buy it as it was “so cool”.
An ABAC panel found Jedi Juice fell foul of its Code, which holds that marketing must not use “imagery, designs, motifs, animations or cartoon characters” likely to appeal to minors. It requested Hop Nation cease using the cans.
Hop Nation argued the artwork was more like graffiti than a cartoon and noted the label was clearly labeled as alcohol and similar to that of other products that have been given the green light.
“A variety of Star Wars themed alcohol beverages are sold in Australia. Finding against Jedi Juice will open the floodgates.”
Hop Nation’s submission also accused ABAC of “stifling creativity and limiting a brand’s freedom of expression”.
The panel accepted Hop nation’s argument that the appeal of Stars Wars is strongest amongst males aged over 30, but felt the number of themed products such as clothing and toys that are directly marketed to minors showed it would also appeal to young people.
“Taken as a whole, the product packaging combining the elements of its name and its imagery would be understood by a reasonable person as likely having a strong and evident appeal to minors.”
Hop Nation co-founder Sam Hambour said the brewery is disappointed with the panel’s decision.
He said that although Hop Nation is not a signatory to the ABAC Scheme, and as such not obliged to abide with panel decisions, the brewery understands the important role the scheme plays in the alcoholic beverages industry.
“Hop Nation therefore plans to run through the current Jedi Juice packaging that it has on hand, about 10 to 15 months’ worth,” he said.
“During this time, Hop Nation plans to work with ABAC to find a more suitable product name and packaging design for the Jedi Juice to ensure that it does not have a strong and evident appeal to minors.”
