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Small Aussie Brewery Banned From Advertising After Toddler Drank Beer Thinking It Was Milo

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Small Aussie Brewery Banned From Advertising After Toddler Drank Beer Thinking It Was Milo

A small Aussie brewery has been banned from advertising one of its beers after a toddler mixed up a can of stout with a Milo tin.

Howler's Chocolate Milk Stout looks remarkably like Nestlé's famed chocolate milk powder.

While many people would have made the association, a young person still learning to walk definitely wouldn't have been able to tell the difference.

The unmistakable green background and vague Australian outline on the front with the logo is an uncanny replica of Milo.

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It's this likeness that has come back to bite Howler.

Credit: Howler Brewing Company
Credit: Howler Brewing Company

A parent was horrified when they saw their toddler had started drinking the Chocolate Milk Stout and launched a complaint with the Alcohol Beverages Advertising Code (ABAC).

The Victorian Commission for Gambling and Liquor Regulation (VCGLR) was roped into the conversation to see if any rules had been broken.

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The regulatory body found Howler Brewing Company wasn't adhering to principle 14 that prevents companies from launching products that could have an appeal to children.

The company was told back in June not to advertise the branding of the stout and they had to change the packaging altogether by July 10.

VCGLR's Chairman Ross Kennedy explained: "Those under 18 are at the highest risk in relation to alcohol-related injuries, including road trauma and violence.

"We will do all we can in our power to ensure alcoholic products that are for sale, are advertised or promoted within the law and do not encourage interest by minors.

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"The way liquor is promoted or advertised can encourage irresponsible consumption, which in turn can contribute to anti-social behaviour and alcohol-related violence and disorder."

Howler release the beer back in 2019 and it's described as 'big, rich and creamy'.

They have several beers that play off popular culture, including one drop called The Social Influencer Pale Ale, which mimics the Instagram logo.

Featured Image Credit: Howler Brewing Company

Topics: Australia

Stewart Perrie
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