In fact, some of these advertisements featured phrases such as: “Since I started Doggy Style, my phone has been ringing non-stop.“, illustrated by a woman on the phone. Other controversial slogans read: “A little Doggystyle between friends… Because nothing good is done without love” or “If the boss offers you a Greyhound… It’s not what you think!”These explicit sexual allusions led the Addictions France association to file a complaint against the brand for non-compliance with the Evin law, which prohibits any propaganda or direct advertising in favor of alcohol consumption.
The Paris court handed down its judgment on May 15, confirming that these messages were unacceptable and violated current regulations. In addition to the fine of 50,000 euros, the Beer Market company, which markets Levrette beer, is obliged to remove its slogans from all its communication media and to remove the name Levrette from its bottles.
“This case illustrates how producers attempt to circumvent the Evin law and the importance of remaining vigilant in the face of these attempts”said Franck Lecas, head of public affairs at Addictions France.
This is the age you should stop drinking alcohol
Kékette and Take me also in the viewfinder
The Addictions France association is not only targeting Levrette beer. Other brands such as Kékette and Prends-moi are also being prosecuted for similar offences. For example, Kékette, brewed in Douai, uses slogans such as: “A little shot of Kékette, yes but very red”in reference to its aromas of blackcurrant and lemon.
Online, we find other tendentious slogans for other beers like Prends-moi: “Take me hard” et “Take me tenderly”all accompanied by labels illustrating a mouth biting a lip, suggesting pleasure.
This is not the first time that a beer has been condemned for inappropriate advertising. In November 2023, the Comtat brewery was also sanctioned and had to pay a fine of 1,000 euros for the labels of their beers Pompette à Bicyclette, Pop My Cherry and La Favorite Du Père Noël, all deemed questionable, even sexist.
Could this be the end of naughty puns in beer advertising and beer brands? Some Belgian beers show that it is possible to choose humorous names without falling into sexism. Examples such as La Chouffe, La Mère Vertus, La Mère Noël or Top Lesse demonstrate that there are ways to name beers in a funny way without resorting to sexual allusions.
