New England Brewery Puts Mahatma Gandhi On Beer, Then Apologizes

January 5, 2015 | By Garrett Montgomery More

New England Brewing Company adds Mahatma Gandhi on beer cans, drama, and lawsuits follow. A New England brewing company called New England Brewing Co., has been forced to apologize for using an image of Mahatma Gandhi on their “Gandhi-Bot” beer cans.

new england brewery mahatma gandhi on beer

The headline “New England brewing company Mahatma Gandhi on beer cans” has angered many in India. Over the weekend, an Indian advocate filed a petition before the XI Metropolitan Magistrate, Cyberabad, Sunkari Janardhan Goud in order to stop New England Brewing Co. from using the likeness of Mahatma Gandhi on their beer cans.

The beer can also includes a brief description of Mahatma Gandhi. The petitioner stated in court documents that New England Brewing Co. is insulting the father of the nation, and should therefore be punished under the following Indian laws: Prevention of Insults to National Honour Act, 1971, and 124-A of IPC.

The New England Brewing Company, which only sells their products in America, has been using a modified image of Mahatma Gandhi to look like a robot on the beer brand called “Gandhi-Bot.”

According to New England Brewing Co’s website, the “Gandhi-Bot,” which comes in a bright orange can, is an intensely hopped double India pale with a blend of three varieties of American Hops.

While it is highly unlikely that New England Brewing Company will face any legal action from the Indian activist, the headline “New England brewing company Mahatma Gandhi on beer cans” splashed all over the internet is a PR nightmare, which would explain the damage control that is currently taking place.

Matt Westfall, head brewer and partner at the New England Brewing Company, issued a lengthy apology to the Asia nation by saying that several of Mahatma Gandhi’s close family members have seen and approved of the beer can. Mr Westfall went on to add:

“Gandhi’s granddaughter and grandson have seen the label and have expressed their admiration of the label. We hope that you understand our true intent and respect the method and the freedom we have to show our reverence for Gandhi.”

The statement continued:

“We do apologize if the good people of India find our Gandhi-Bot label offensive. Our intent is not to offend anyone but rather pay homage and celebrate a great man who we respect greatly.We take great care in creating a product we hope will not be abused in the manner that Mahatma Gandhi spoke of when referencing alcohol,”

The “New England brewing company Mahatma Gandhi on beer cans” story has numerous people flocking to the business’ website to buy “Gandhi-Bot” because they find it looks cool.

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