Sweden accepts Iron Maiden beer with toned-down label

May 28, 2013 at 2:32 PM
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STOCKHOLM, Sweden, May 28 (UPI) -- A British brewery said Sweden's state-run liquor monopoly has accepted its Iron Maiden beer after the company toned down the label design.

The Robinson Brewery said the Systembolaget liquor store monopoly previously rejected its Iron Maiden brew because it was concerned about the skull and crossbones theme on the label, The Local.se reported Tuesday.

However, the brewery released a statement saying the beer has now been accepted with a toned-down label.

"We changed the label by solely focusing on the face of Eddie the mascot," the statement said. "We're happy to announce that the [new] label, which is exclusive for Sweden, has been accepted."

The previous design, which is still available in other countries, is based on the cover of British rock band Iron Maiden's 1983 single "The Trooper."

Systembolaget said the symbols ran afoul of the country's liquor rules.

"Alcohol laws don't allow elements of war, weapons, or aggressiveness on alcoholic products. We couldn't sell Trooper without changing the design," Systembolaget said.

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