Systembolaget sent an email to Tiny Rebel Brewery in Wales saying the Fubar beer will not be sold in its stores due to the label picturing a hand grenade and bullet holes, The Local.se reported Monday.
"In reviewing this label, we believe this may be contrary to the Consumer Agency's guidelines for advertising of alcoholic beverages to consumers," the email read. "The overall impression including weapons and bullet holes are not expected to exercise special moderation."
Bradley Cummings, co-founder of Tiny Rebel Brewery, said he was surprised by the decision.
"They have a very different drinking culture over there," Cummings told the BBC. "Looks like Fubar won't be heading over to Sweden any time soon. It might have been our fault for not looking at the advertising laws. Every country is different and we do appreciate that. It would be boring if everything country was the same."
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