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Beer brand: Belgium-based brewer lands in hot water, campaign starts to get Hindu god Brahma off the brand

An interfaith coalition is pressing the world’s largest brewer to remove the name of a Hindu god from a popular beer that dates to the late 1800s _ a dispute the beermaker insists is a case of mistaken identity.

The group, which includes representatives of the Christian, Jewish, Buddhist, Hindu and Jain religions, is calling on Belgium-based brewing giant Anheuser-Busch InBev SA/NV to rename its Brahma line, a favorite in Brazil.

Brahma was first produced in 1888 by Companhia Cervejaria Brahma, a Brazilian brewery now owned by Anheuser-Busch InBev, whose massive lineup of 500 brands includes Budweiser, Bud Light, Corona and Stella Artois. Beers sold under the Brahma name include a lager, a double malt, a wheat beer and a chocolate stout.

“It is the right time to fix an old wrong _ the trivializing of the faith of our Hindu brothers and sisters for about 132 years,“ coalition spokesperson Rajan Zed told The Associated Press on Tuesday.

Lord Brahma, the god of creation in Hinduism, is a highly revered figure who should be worshiped in temples or home shrines, “not misused as a `toasting tool,”’ Zed said.

He said the coalition also objects to what it calls “raunchy” marketing of the brand by using the image of a scantily clad woman to promote the beers.

“Anheuser-Busch InBev should not be in the business of religious appropriation, sacrilege and ridiculing entire communities,” the coalition said in a statement, calling on the company to “prove that it cares about communities by renaming its Brahma beer.”

But Lucas Rossi, head of communications for Anheuser-Busch InBev’s Latin America subsidiary, said Tuesday the beers were named in tribute to Joseph Bramah _ an Englishman who invented the draft pump valve _ and not for the Hindu deity. The spelling was changed, he said, to make the name work better in the Portuguese language.

“We deeply respect all religions, faiths and their histories,” Rossi said in a telephone interview. Hindus are a tiny minority in Brazil, where the Brahma brand is “very important to the culture of the country,“ he added.

The name offends regardless of its origins, Zed said.

“The stated history behind the name does not reduce the pain of the Hindu devotees when they see their creator god on alcohol cans,” he said.

Zed, who is based in Nevada and is the president of the Universal Society of Hinduism, has campaigned against what he considers the misuse of Eastern religious imagery for commercial purposes for several years. In 2019, he extracted an apology from a Virginia brewery that brewed a beer named for another Hindu deity, saying that associating Lord Hanuman with alcohol was disrespectful.

Last month, the interfaith coalition launched a separate campaign aimed at pressuring Foundation Room and House of Blues nightclubs in Boston and other cities to stop using sacred Buddhist and Hindu imagery as decor. The upscale watering holes are managed by Beverly Hills, California-based Live Nation Entertainment, which apologized and said it was removing some statues from the clubs.

A Crate Full Of Beer, Classy Wristwatch & Leather Wallets: The Ultimate Father’s Day Giftin…

Father’s Day In Quarantine

The Covid-19 pandemic may have brought the world to a standstill, but that doesn’t mean you have to scale-back Father’s Day celebrations this year. You can always make your old man feel special and bring a smile to his face by pampering him with gifts and accessories that he would absolutely adore.If gifting is not your forte, fret not! We have prepared an easy and a comprehensive Father’s Day gifting guide for your reference. Read on, and thank us in the comments below.

Raise A Glass To Dad!

Needless to say, this year, due to the Covid-19 pandemic, Father’s Day celebrations will be different. But there’s nothing quite like the feeling of a special delivery of beer arriving at the doorstep of daddy dearest and the two of you kicking back and having a chilled beer. This Father’s Day, get your father a pint of Medusa beer, a combination of the best barley malt and imported hops from Germany. Medusa focuses on wheat and lager beer, but will soon look to enter other markets as well.If your dad prefers drinking larger, a crate of Medusa cans or pints will probably go down a treat. So what’s the hold up, sit back and tell your dad how special he is over a cold mug of MedusaPrice: Rs 120-150 per pint

Leather Accessories For The Win!

This Father’s Day, make sure your dad looks his fashionable best by giving him some of the best leather-made accessories by BRUNE – the iconic premium leather brand. Be it belts, wallets, card holders, laptop bags or even key chains, passport holders, leather kits & more, one and all items can be personalised as per your father’s choice in just a single tap, or even gifted as it is.You could give your dad an office briefcase as a gift, a perfect combination of elegant look and usability with a large zip compartment along with a dedicated laptop pocket inside.You can also gift him Bi-Fold wallets which feature card slots, Sim Slots, and full-length pockets that can be used for keeping bank notes or customised key chains which come in different shades accompanied by the companies’ lion logo that makes it even more chic.Price:Office Briefcase: Rs 9,999Bi-Fold wallets: Rs 1,999 – Rs 2,999Customised Key Chains: Rs 999

A Timeless Classic

Nothing adds class and finesse to an outfit, quite like a wristwatch does. Now that you are getting your dad high-end leather-made accessories, you can always compliment it with a shiny wristwatch. The folks at Tissot India have come up with the new Tissot Seastar 1000 Powermatic 80.The wristwatch has a retro look and marvellously combines elegance with sportsmanship. The emerald-coloured newcomer has an 80-hour power reserve, designed especially for lovers of water sports and all-things-fashionable. The wristwatch is water-resistant to 30 bar and is a Father’s Day gift your old man would absolutely adore!Price: On Request

A Pair Of Care

Our dads are true hustlers. Give their daily routine a glance and you’ll realize that our fathers are constantly hopping from one place to another, running from pole to post to run daily errands. The otherwise taxing task of doing household chores can be made relatively easy if your dad has the right footwear.Von Welix Germany has come up with ‘Pair of Care’, a collection of footwear consisting of monks, brogues, sandals, slippers in hues of brown, tan, reds, black.The footwear is Made with 5 bed zone reflex technology, which ensures to give a soft massage to the feet all day, relieves heel, knee and back pain.With Von Welix Germany’s new collection will not only take your father’s style quotient up but also provide him the much-needed comfort. Sounds like the perfect gift for Father’s Day, doesn’t it?Price: On Request

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