'Skull Splitter' saved after complaint dismissed
Orkney-based Sinclair Breweries is celebrating after being told it can carry on producing its Skull Splitter ale after drinks industry watchdog, the Portman Group, dismissed a complaint against the brand.
Skull Splitter's future was in doubt after a report claimed its Viking-branded bottles had an "aggressive" theme.
The report, by management consultancy PIPC, was commissioned by the Portman Group to investigate compliance with an industry code of practice on the naming, packaging and promotion of alcohol.
Skull Splitter, an 8.5 per cent ale created more than two decades ago, was highlighted in the PIPC report because its name "implied violence", plus the potential impact of the strength on the drinker.
Fearing it could be withdrawn from sale in the UK, Sinclair Breweries launched a campaign to save the brew, a former Champion Winter Ale of Britain.
The brewery stressed to the Portman Group that the ale was in fact named after Thorfinn Hausakluif, the Seventh Viking Earl of Orkney - nicknamed "Skull Splitter".
The brewery's campaign received support from around the world and had the backing of several politicians.
Norman Sinclair, managing director of Sinclair Breweries, said he was very relieved about the decision.
"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 co-operate 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."
According to Sinclair the level of support the Skull Splitter campaign had was "overwhelming".
"We knew Skull Splitter was popular," added Sinclair, "but the response to the news that it was under threat was simply staggering.
The brewery boss said he wanted 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".
