A 20-year-old Orkney brew, named Skull Splitter, has been saved from the chop after the Portman Group ruled it did not breach its rules on naming and marketing.
The 8.5% brew, produced by the Orkney Brewery owned by Sincair Breweries, had come under threat following an audit of drinks packaging by the Portman's Independent Complaints Panel. A random sample of 485 drinks were selected.
The Viking-themed beer was said to "imply violence" and concerns were also raised about its strength. The accusations left the brewery outraged as the beer had been on sale for over 20 years and is not available in the supermarkets.
"I'm absolutely delighted by this announcement and very relieved that Skull Splitter can continue to be enjoyed here in the UK," said Sinclair Breweries managing director Norman Sinclair.
"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. Our campaign was vigorous, but we tried to cooperate with the Portman Group as much as possible, recognising that they also had a job to do.
Clearly they've listened to what we've said and I think that's very encouraging for the drinks industry as a whole."
Support
According to Sinclair the level of support the Skull Splitter campaign received has been "overwhelming".
He added: "We've had representations from all over the world. We knew Skull Splitter was popular, but the response to the news that it was under threat was simply staggering.
"I'd like to take this opportunity to thank everyone in the UK and overseas who gave us their backing. 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."
House in order
Portman chief executive David Poley said the audit, which revealed that 93% complied with the industry's code on naming, packaging and promotion, showed the industry's house was in order.
A total of 21 producers opted to change their marketing and a further 11 opted to defend their drinks.
Eight were cleared, one drink is now no longer in production, a decision on another is due in January and one has been banned.
The product banned is Big Beastie by Inver House Distillers as its packaging was said to appeal to under-18s. It will be voluntary withdrawn in the first quarter of 2009.
The eight cleared products were Riptide, Punk IPA and Hop Rocker by BrewDog, Monte Alban by Constellation Spirits, Brewster's Bundle and Old Tongham Tasty by Hogsback Brewery, Red Square Reloaded by Halewood International and Skull Splitter.
"We have gone to great lengths to be certain that the industry's house is in order," said Poley. "No company should be promoting potentially harmful behaviour and every producer must stand ready to justify its marketing.
"The beauty of the Independent Complaints Panel is that it is completely free of undue influence from industry, politicians or others. It allows companies to explain the rationale and context to their marketing. This enables the Panel to consider the whole of the product's marketing mix before reaching a decision."