State of Maine Bureau of Liquor Enforcement
164 State House Station
Augusta, Maine 04333-0164
Dear Sir or Madam,
I am writing in response to your refusal to allow Shelton Brothers Brewing to have a picture of Santa on a beer label. There is a fear that this could appeal to children and supposedly entice them to crack open a beer themselves.
I can still almost hear the jingle and see the cartoon bear that represented Hamm’s brewery (“...from the land of sky blue water..”), and the Budweiser commercials with the dashing canine Spuds Mackensie. While they may not be shining examples of the most dignified ad campaigns, I do not think these advertising tactics made many children want to drink beer. When I was a child I was curious about what the adults were drinking, and I was allowed a sip here and there, with no terrible consequences. I believe that people’s drinking habits are based primarily on what they see around them, first observing their caregivers and then their own peers. If a large number of youngsters are drinking, we should be looking at these factors, not at beer labels.
Parents should be able to explain to their children that Santa is a grown-up and sometimes has a grown-up drink. I think that many a “Santa” may reap the benefits, as chilled bottles and frosty pint glasses are left by chimneys on Christmas Eve in place of milk and cookies.
Truly,
Liz Mann


