Skull Splitter Ale Cleared For Sale

Tue, 23 Dec 2008

Orkney-based Sinclair Breweries has been given the green light to carry on producing its Skull Splitter ale after drinks industry watchdog, the Portman Group, decided to dismiss a complaint against the brew .

A report by the Portman Group had accused the Viking-themed ale of adopting an "aggressive" branding theme.

But the group confirmed the drink has now been cleared for sale in the UK, much to the relief of Norman Sinclair, managing director of the ale's Sinclair Breweries Ltd.

He said: "I’m absolutely delighted by this announcement and very relieved that Skull Splitter can continue to be enjoyed here in the UK."

"It’s been a long process but, as responsible brewers, we accepted it was something we just had to undergo if we were to save our ale ."

The future of the 8.5 per cent ale came into doubt after a report by management consultancy PIPC claimed its branding had an aggressive theme.

Skull Splitter had been highlighted in the report, commissioned by the Portman Group, because its name "implied violence" and the impact the strength of the beer may have on the drinker.

But Orkney and Shetland MP Alistair Carmichael said the name would be inappropriate if it were a low-priced drink aimed at youngsters and not an award-winning beer bought by "discerning drinkers who appreciate its quality and who drink it responsibly".

Sinclair Breweries said the ale was in fact named after Thorfinn Hausakluif, the seventh Viking earl of Orkney, nicknamed "Skull Splitter".

Norman Sinclair added that the level of support the Skull Splitter campaign had received was "staggering".

"It’s the best Christmas present we could have received and some much needed festive cheer during what is a difficult period for the brewing industry".
add to favouritesnewsletterlink to this pagesend to friendpost comments

Link to this page

Copy and Paste the following HTML into your page.