J. Wakefield Brewing is releasing one if its most popular beers in cans for the first time this weekend, but a planned label change has been cancelled after a backlash on social media.
That beer is Orange Dreamsicle, a 6 percent ABV imperial berliner weisse-style sour ale brewed with fresh oranges and vanilla that debuted in 2016 and has historically been packaged in 22-ounce bottles. J. Wakefield received a number of complaints after it posted a photograph of a new 16-ounce can label for the beer on its Instagram page, prompting the brewery to delete the post and announce that it would reverting to the original art.
The brewery issued a statement on its Instagram page:
We sincerely regret that we approved the new Orange Dreamsicle Sour Ale label art and are replacing it with last year’s label art.
We believe that the future of the craft beer movement is about inclusion and as such, we will take a long hard look at how our labels reflect our core beliefs. As fans of our beer know, our label art is derived from the world of comic book art which exaggerates the human form, both male and female.
We apologize for not recognizing that this new label would be offensive and sincerely desire to be part of the wave of change that is happening in the world and, more specifically, part of the evolution of craft beer which includes everyone who wishes to partake.
The new version of Orange Dreamsicle will be packaged in four-packs of 16-ounce cans ($20) and will have no purchase limit when they are released on Jan. 12 at the Miami-based brewery.