Vaune Dillmann thought the wording on his bottle caps was just a clever play on the name of the Northern California town where he brews his beer – Weed.
Federal alcohol regulators thought differently. They have ordered Dillmann to stop selling beer bottles with caps that say “Try Legal Weed.”
While reviewing the proposed label for Dillmann’s latest beer, Lemurian Lager, the Alcohol and Tobacco Tax and Trade Bureau said the message on the caps he has been using for his five current beers amounts to a drug reference.
In a letter explaining its decision, the agency, which regulates the brewing industry, said the wording could “mislead consumers about the characteristics of the alcoholic beverage.”
Dillmann scoffs at the notion that his label has anything to do with smoking pot.
“I’ve never tried marijuana in my life,” he told The Associated Press on Wednesday. “I don’t advocate that. It’s just our town’s name.”
This guy’s a moron. If this brewer doesn’t know how the old ABT, now TTB treats labels and advertising that blatently says or insinuates anything doing with “high-strength,” extra-kick,” claims of nutritional benefits, so-called vulgarities or “Try Legal Weed,” then I suggest he goes back and looks at the TTB guidelines on labeling and advertising material or go back through some old brewing industry trade journals. He’s either stupid or looking for trouble/publicity. This is a poor business decision, not some frat house prank.
This isn’t cute; it’s stupid. “I’ve never tried marijuana in my life.” Sure.
If I was an investor, I’d be pissed for this very poor business decision.