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Ben & Jerry's to launch controversial ice cream beer

The salted caramel brownie beer has come under fire over it's 'kid-friendly' label.

20 Apr 2015

The founders of Ben & Jerry's ice cream have never been shy of pushing boundaries and standing up for what they believe in, and most importantly - they know how to make super-popular ice cream flavours with catchy titles. Now, salted caramel brownie beer is on it's way and it's the label that is causing a bit of a stir.

Critics are pointing out that the label is too kid-friendly and is marketing the beer at children.

The beer, a collaboration with brewers New Belgium, packs quite a punch at 6,3% ABV and profits from the beer are going to a climate change charity called Protect Our Winters.

Bruce Lee Livingston, CEO of industry watchdog Alcohol Justice told USA Today that the new brew is “a troubling development” and “does no favors for the youth of America.”

    “It’s a crass, corporate greedy move to put put a brand name like Ben & Jerry’s on a beer,” says Bruce Lee Livingston, executive director and CEO of Alcohol Justice, an alcohol industry watchdog consumer group. “It’s bad for children — who will start looking at beer as the next step after ice cream.”

The craft beer industry is booming all over the world with new and exciting breweries and brands popping up all over the place. Even popular South African band Fokofpolisiekar have just launched an IPA called Antibiotika.

Are you a fan of craft beer? Check out some of the awesome articles we have on getting started with craft beer, top craft beer drinking spots in the Cape, Gauteng and KZN and last but not least a seasonal guide to craft beer.

What do you think? Is it crossing a line for a traditionally socially-conscious ice cream company to launch a beer?


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