Beer logo and pump scrapped after knife complaint

A beer logo created in memory of a Sheffield cutlery legend has been discontinued after a member of the public complained that it encouraged violence.

The ale, named in honour of Stan Shaw, last of the "little mesters" knife makers, was served using a specially-made ornamental knife handle and tap clip at a bar in Sheffield.

A complaint about the pump and clip, which featured a cartoon of Mr Shaw holding a knife, was upheld by alcohol industry regulator The Portman Group.

Ben Shaw, director of the Little Mesters Brewing company which produced the beer, said he was "devastated" by the decision. The regulator said a drink should not suggest any association with violent behaviour.

Stan Shaw, who died at the age of 93 in 2021, made knives for The Queen, US presidents and Elvis Presley.

The beer was launched in 2022 to honour his skills and the company had received no other complaints about it in this time, according to a report by The Portman Group.

The complaint was handled by the independent complaints panel.

Rachel Childs, chair of the group, said the panel "acknowledged that the producer had simply sought to celebrate an important local craftsman".

However, she highlighted rising rates of knife crime in Sheffield, where the marketing had appeared, which had generated a high level of concern.

"It's important to remember that any depiction of knives on alcoholic packaging has to be approached with great caution," she said.

There was no blade or suggestion of a blade attached to the pump handle, the report said.

Mr Shaw, who is not related to Stan Shaw, said staff at the brewery were "absolutely devastated".

"We were so proud to be commemorating Stan's life and work, and all the little mesters.

"We completely innocently came up with a branding, which is relevant to Stan, and having to remove that or change it feels like a real kick."

Stan Shaw's son Kevan said he was "staggered" by the complaint.

He said he felt it was "ludicrous" to find a cartoon of his father holding a knife to be offensive and that the photo the cartoon was based on had been used "extensively" over the years.

A spokesperson for the brewery said no further products with the current logo would be made but existing stock would continue to be sold.

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