Face2News/Nevada
Upset Hindus are urging Aveyron (southern France) based craft brewery Brasserie d'Olt to apologize and not use images of Hindu goddesses Lakshmi and Kali on its beer bottles and cans, calling it highly inappropriate.
(MOREPIC1) Distinguished Hindu statesman Rajan Zed, in a statement in Nevada (USA) today, said that inappropriate usage of sacred Hindu deities or concepts or symbols or icons for commercial or other agenda was not okay as it hurt the devotees.
Zed, who is president of Universal Society of Hinduism, indicated that goddesses Lakshmi and Kali were highly revered in Hinduism and they were meant to be worshipped in temples or home shrines and not to be used in selling beer. Moreover, linking a deity with an alcoholic beverage was very disrespectful, Zed added.
It was deeply trivializing of immensely venerated Hindu deities Lakshmi and Kali to be portrayed on a beer label, Zed added.
In Hinduism, Lakshmi is the goddess of good fortune and beauty and is also known as ‘world-mother’. Goddess Kali, who personifies Sakti or divine energy, is considered the goddess of time and change.
These Indian Pale Ale organic craft beers come “from a tradition dating back to the 18th century, these beers, intended for British colonial troops based in India, were given a high bitterness and alcohol content…”. Their 12 packs are priced at 49.90 €. Mandala (33 cl, 6.2% vol, 64 IBU, 25 EBC), which carries the image of goddess Lakshmi, is described as “refreshing organic blond beer with a subtle vegetal bitterness and herbaceous aromas”. Imperial Mandala (33 cl, 8% vol., 90 IBU, 16 EBC), which carries the image of goddess Kali, is stated to be “A double IPA-style blonde with resinous notes and a lingering bitterness.” Sébastien Blaquière is said to be the driving force behind Brasserie d’Olt (artisan brewery since 1998), whose tagline is “Drink less, drink better!”, and which is headquartered in Saint Geniez d’Olt et d’Aubraca commune in the department of Aveyron, southern France.