CONGRESSIONAL UPDATE
ADVERTISING UPDATE
"SHAME ON ANHEUSER BUSCH" CAMPAIGN UPDATE
Shame on Anheuser Busch Campaign - "Hurricane" Malt Liquor (9/8/99)
NCADD's Shame on Anheuser-Busch Campaign includes efforts to urge the federal Bureau of Alcohol, Tobacco and Firearms to
rescind approval of name and label of the malt liquor "Hurricane."
BACKGROUND
Anheuser-Busch markets "Hurricane," a malt liquor with 5.9 percent alcohol, despite a federal prohibition on alcoholic beverage labels or designs that can be considered as statements of alcoholic content. We believe the name "Hurricane," which relates to one of nature's fiercest storms, and the picture on the bottles and cans of palm trees blowing in apparent hurricane force winds are a clear message to consumers that the product is extra strong. "Hurricane" appears to be sold mainly in inner-cities.
Congress has delegated authority to the Bureau of Alcohol, Tobacco and Firearms to provide Americans with fair and effective regulation of the alcoholic beverage industry. In 1991, BATF canceled the label approval for "PowerMaster," another malt liquor. In that case, BATF determined that the name, in close proximity to a picture of a bucking stallion, violated federal regulations. NCADD supported that action, and asked BATF to review all malt-liquor advertising and product identification and take appropriate action against ads that violate the law. "Hurricane" is a good place for BATF to start.
WHAT YOU CAN DO
Write to BATF and your senators and representative (see sample letters). Urge the agency to take action against this violation of federal regulations. Please share this alert with other organizations and individuals in your community. If you have any questions, please contact the Public Policy Office via e-mail at publicpolicy@ncadd.org.
Letter to BATF:
Mr. John McGaw
Director
Bureau of Alcohol, Tobacco and Firearms
Department of Treasury
Washington, D.C. 20226
Dear Director McGaw:
Organization name is (I am) concerned that the label approval of "Hurricane," a malt liquor produced by Anheuser-Busch, is in violation of 27 CFR 7.29 (f). We request that you rescind approval of this label.
We (I) believe that the name "Hurricane" is an attempt to convey alcohol content or strength, and is likely to be considered as such by consumers. In fact, "Hurricane" contains 5.9 percent alcohol, which is higher than regular beer, which usually contains 4.6 percent alcohol. We also believe that using the name "Hurricane," one of nature's strongest storms, and laying the print over a picture of palm trees blowing in apparent hurricane force winds gives consumers the unmistakable message that the product packs a wallop. Section 27 CFR 7.29 (f) expressly provides that labels for malt beverages shale not contain the words, "strong," "full strength," or similar words or statements likely to be considered as statements of alcoholic content, except where required by state law. In addition, 27 CFR 7.29 (g) states that malt beverage labels shall not contain any statements, designs, or devices which are likely to be considered as statements of alcoholic content, unless required by state law.
In 1991, BATF canceled label approval for "PowerMaster," high
alcohol content malt beverage, because it was determined that the name and depiction of a bucking stallion violated the above provisions. Many consumer, health and professional organizations supported that action and have taken other steps to help curb marketing practices that exacerbate alcohol-related problems in the United States. The Department of Treasury was also asked to review all malt liquor advertising and product identification to ensure fair marketing practices. Unfortunately, many brewers continue to use words in brand names, and pictures on labels, that connote power and strength.
Alcohol remains the most costly drug problem facing our nation
today. It threatens the health and well-being of consumers, and products with names like "Hurricane" pose problems of a destructive force tantamount to the real thing.
Thank you for your time and consideration.
Letter to Senators/Representatives
Senator/Representative --
U.S. Senate/House of Representatives
Washington, D.C. 20510/20515
Dear Senator/Representative --- :
Organization name is (I am) concerned that the label approval of "Hurricane," a malt liquor produced by Anheuser-Busch, is in violation of 27 CFR 7.29 (f). We urge you to write to BATF, urging it to rescind approval of the label.
(I) (We) believe that the name "Hurricane" is an attempt to convey alcohol content or strength, and is likely to be considered as such by consumers. In fact, "Hurricane" contains 5.9 percent alcohol, which is higher than regular beer, which usually contains 4.6 percent alcohol. We also believe that using the name "Hurricane," one of nature's strongest storms, and laying the print over a picture of palm trees blowing in apparent hurricane force winds gives consumers the unmistakable message that the product packs a wallop. Section 27 CFR 7.29 (f) expressly provides that labels for malt beverages shale not contain the words, "strong," "full strength," or similar words or statements likely to be considered as statements of alcoholic content, except where required by state law. In addition, 27 CFR 7.29 (g) states that malt beverage labels shall not contain any statements, designs, or devices which are likely to be considered as statements of alcoholic content, unless required by state law.
In 1991, BATF canceled label approval for "PowerMaster," high
alcohol content malt beverage, because it was determined that
the name and depiction of a bucking stallion violated the above provisions. Many consumer, health and professional organizations supported that action and have taken other steps to help curb marketing practices that exacerbate alcohol-related problems in the United States. The Department of Treasury was also asked to review all malt liquor advertising and product identification to ensure fair marketing practices. Unfortunately, many brewers continue to use words in brand names, and pictures on labels, that connote power and strength.
Alcohol remains the most costly drug problem facing our nation
today. It threatens the health and well-being of consumers, and products with names like "Hurricane" pose problems of a destructive force tantamount to the real thing.
Thank you for your time and consideration.