Moon Gazer ales has changed the name of its recently crowned champion cask ale of Norfolk after an increasing number of comments about discriminatory connotations.

Moon Gazer Cheeky Jack
Moon Gazer ales owners David and Rchel Holliday with the newly-rebranded Cheeky Jack

The brewery is well known for beers which are either named after or which have links to hares. Jigfoot, Pintail, and Nibbler, for instance, are taken from a centuries-old middle English poem called the Names of the Hare. As was White Face, the award-winning brew in question.

“We have become aware that the name White Face just wasn’t sitting entirely comfortably with some people, especially with those who are not familiar with our wider links to hares,” said Moon Gazer owner David Holliday.

“Winning the award saw a big increase in the distribution of the beer, but with it becoming ever more present in pubs, feedback to the name has also become more apparent.

“Some people did not know the connection to the hare name, and the white mountain hare. And, sadly, in some cases giving rise to the feeling that there was an undercurrent of racism. This is, of course, a complete misunderstanding — but the fact that it created that impression was of genuine concern to us.”

It was an overheard conversation in a pub garden which finally tipped the balance for David and his wife, Rachel. “We were recently sitting in a pub beer garden and overheard a man showing his pint to his beer buddy, and proclaiming ‘Now, this beer is totally lush’. There was a short pause before he continued: ‘Name’s a bit racist, though’.  This really made us stop and reflect.”

David admits that the team were conscious of being accused of being oversensitive or over-reacting, but counters with the view that beer should do one simple thing — bring pleasure. So, if the beer, or, more accurately, its name was moving away from that, however small, for them, it was time for a change. The beer’s name has now been changed from White Face to Cheeky Jack.

The name was chosen as it’s a play on the American name for a hare, Jack Rabbit. The beer is an American-style IPA and uses lots of American hops to give it its flavour, so it seemed to be appropriate.

The 5% ABV brew, which is gluten free, uses Norfolk malted Maris Otter extra pale, which gives it a light golden colour and a sweet, biscuit malt base. A combination of American and UK hops creates a rich, satisfying blend of mango, orange, pineapple, and peach flavours.

David said: “We want people to embrace the new name, embrace the beer, and embrace it for what it is. We are genuinely sorry for any misunderstanding and any offence which has been caused.”