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Swedish officials black out 'sexual' beer label

April 18, 2013 at 1:05 PM   |   Comments

STOCKHOLM, Sweden, April 18 (UPI) -- A Danish brewery said its beer will be distributed with blacked-out labels in Sweden because the state-run liquor store found a cartoon image was "sexual."

Danish brewer Amager Bryghus said its Lust beer -- part of a seven-part Sinner Series of beers featuring cartoon labels -- will receive a special label for sale in Sweden's liquor stores, run by state-owned company Systembolaget, after the retailer declared the cartoon image of a woman partially submerged in water while apparently nude was too suggestive, The Local.se reported Thursday.

"We can't accept the label, it's against Sweden's alcohol laws," Systembolaget spokesman Lennart Agen said. "It's quite a sexual label."

Amager Bryhus said Lust beer will be sold in Sweden with the cartoon portion of the label blacked out.

"We had to go through 10 attempts before they'd accept it," said Henrik Papso, head of communications at the brewery. "We were trying for a bit of humor with the text, but they wouldn't let me get away with it."

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