Charlotte Brewer Fights To Keep Profane Word On New Hard Seltzer
CHARLOTTE, NC – A Charlotte brewer is locked in a fight over the “F” word with state regulators.
Sycamore Brewing, which is known to create crafty names for their beverages is fighting a denial for their new hard seltzer label which features the phrase “F— 2020.”
Documents filed with the NC ABC describe the drink as a 9.2% alcohol lemon lime sparkling malt beverage.
The gold label shows “BUBS” hard seltzer with the tagline “F— 2020”. The profane word is written twice on the can.
According to the state ABC denial, the request was kicked because the language was determined to be undignified, immodest, and in bad taste.
A lawyer representing Sycamore Brewing sent the following statement:
“Our F*ck 2020 BUBS hard seltzer was slated to be released in December of last year, pending approval from the North Carolina Alcoholic Beverage Control Commission (ABC). Our aim was to create a product that spoke to the national sentiment at the end of a very challenging year. This was intended to be a small-batch release and to provide a bit of levity during a dark time.The ABC issued a tentative disapproval of our artwork in early December and formally denied the same in early January 2021. The artwork was submitted in November. We are appealing the ABC Commission’s decision on the grounds of freedom of speech and fairness of process. Though our window of opportunity to release this project has now closed, we have chosen to continue to press this issue in an effort to further the cause of free speech and unbridled creativity at large for the craft beer industry. While we respect the work of the ABC, we feel that their approval process needs to be fair.While F*CK 2020 BUBS will never be released again, we continue to produce our entire line of 77-calorie BUBS hard seltzers. Sycamore will continue to produce innovative, fun, boundary-pushing products that offer good times to 21+ Americans everywhere.”
There is a lot that goes into a clever beer or seltzer name. And sometimes, they don’t always get past the state Alcohol Beverage Control commission.
“We’ve been rejected a lot for the simplest stuff,” said Brad Shell with Unknown Brewing.
WCCB spoke with Shell in the past about his efforts to label his brews. Snell has been rejected numerous times for his crafty creations.
“Kitten Snuggles was always a fun label that we had,” recalled Shell.
Sycamore has had edgy labels in the past, Most recently, the ABC approved an ale featuring gingerbread people in holiday bondage attire, wearing chains and masks.
And in 2019, the brewer was fined $1,000 for printing a label showing reindeer in “various sexual positions.” That label was initially pulled from shelves, but approved months later.
According to a representative with the ABC, Sycamore’s attorney plans to fight the denial at a meeting tomorrow in Raleigh. WCCB also reached out via phone and email to the attorney and have not heard back.
