German brewers will no longer be able to advertise their beers as “bekömmlich” (wholesome) following a ruling by the Federal High Court (BGH), The Local reports.
A wholesome tray of (un)wholesome beer
According to the BGH, the word “bekömmlich” has connotations of health benefits and thus cannot be used as it falls foul of European Union regulations on advertising alcohol, which must avoid any suggestion that alcohol is good for a body.
In 2015 a case was brought against Brauerei Clemens Härle KG of Leutkirch im Allgäu in Baden-Württemberg against the brewery’s use of “bekömmlich” in advertising.
After a series of appeals through lower courts, the BGH finally ruled on Thursday ruled that breweries were not allowed to describe their beers in terms that portray them as having health benefits.
That ruling and the EU legislation puts paid to any return of Arthur Guinness’ “Guinness is good for you” advertising slogan for the Dublin’s most famous liquid export.
The situation of Sanatogen Tonic Wine (marketed in the UK as a fortified wine with an alcohol content 15%), remains unclear.
This entry was posted by Steve Woods on May 19, 2018 at 13:50, and is filed under Language, Oddities. Follow any responses to this post through RSS 2.0.
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