HARTFORD, Conn: A constitutional battle is brewing over a holiday beer that state officials are trying to ban because they say its label might entice children to drink. The state believes it would be really awful for kids to see the label on the British import Seriously Bad Elf. It shows a mean-looking elf with a slingshot firing Christmas ornaments at Santa's sleigh as it flies overhead.
State liquor regulations bar alcohol advertising with images that might appeal to children. The regulations specifically mention Santa.
The state Liquor Control Division notified Massachusetts-based Shelton Brothers distributors that it was rejecting its application to sell the beer, a bitter winter ale brewed at the Ridgeway Brewery in England. Dan Shelton cried foul. After all, his company had no such problems when it sold Bad Elf and Very Bad Elf in previous years. It sells the beer in 30 other states and none have complained.
"We even had a beer called Santa's Butt last year," Shelton said. "They didn't notice Santa's Butt, but they notice this one. How can you miss that big red thing? Minors are not going to be looking to buy beer because Santa Claus is on the label."
Click on photo for close up of label