Brewery edits label Jack's Precious IPA

Nieuw label Jack's IPA

In 2016 The Musketeers Brewery found itself in the eye of the storm due to a depiction of the god Ganesha on the label of their specialty beer Jack’s Precious IPA.

Constructive dialogue leads to positive outcome

The Hindu community made their displeasure known through the media, arguing that the image used on the label was inappropriate. The brewers never had the intention to hurt or offend anyone. An intense period of mutual consultation between the brewers, the European representatives of the Hindus and the Belgian Hindu community, ensued. The result: the label will be modified. The Hindu community is satisfied with the compromise. “We are glad that the brewery has altered the label in such a way that there isn’t a direct link between Ganesha and the image anymore” said Martin Gurvich, the secretary general of Hindu Forum Europe.

Jack, the elephant from Ghent

The original label of Jack’s Precious IPA depicted the Indian god Ganesha, holding a butcher’s knife and sausage. The beer is a tribute to the Indian elephant Jack, who was butchered and reduced to sausages when the Ghent Zoo had to shut down in 1904. This is why the brewery chose an Indian elephant as the icon of Jack’s Precious IPA. This beer, part of the Belgian Legends line, brings the legend of the Ghent elephant back to life. Harming or offending never was the intention.

 “We accept the apologies and are happy we could come to terms,” said Martin Gurvich. This puts an end to the Ganesha commotion.


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 The Musketeers Brewery

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+32 (0)3 344 02 31

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Brouwerij The Musketeers Sint-Gillis

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