When trying to set their products apart from others on the market some companies find clever, suggestive names and packaging. With names like Hoppy Ending Pale Ale and Arrogant Bastard Ale gracing the labels of adult beverages, it doesn’t appear that much is off-limits for craft brewers in the U.S. Unless you bestow a drug-like name on your brew, as one Minnesota brewer recently found out. 

Indeed Brewing scrambled to find a new label for its seasonal Lavender, Sunflower Honey and Dates Beer after federal regulators nixed the company’s use of LSD-themed packaging set to be sold in other states, the Minneapolis Star Tribune Reports.

Cans of the beer, which emphasize the LSD initials and feature a flowery motif, caught the eyes of Alcohol and Tobacco Tax and Trade Bureau officials shortly after Indeed revealed plans to sell the beer in Wisconsin and North Dakota.

Indeed co-founder and co-owner Thomas Whisenand tells the Tribune that an official with the Bureau made it clear that any out-of-state marketing of the seasonal beer could not highlight the letters “L,” “S,” and “D” together.

“We’re not trying to promote drugs or anything like that,” Whisenand said of the beer that is shown on its website as LSD Ale. “It’s a funky beer with a funky name. We’re just trying to have fun.”

Still, the brewer went back to the drawing board to create new packaging for the beer that meets COLA certification standards.

The new cans (pictured above), still have the initials L, S, and D in order, but are no longer bolded or otherwise emphasized.

Minneapolis brewer’s LSD honey ale violates the letter(s) of the law [Minneapolis Star Tribune]

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