Meet the Worst Possible Spokesperson for a Beer Company

gandhiIn the wild and crazy world of advertising, executives are convinced that the best kickstarter for awareness is a famous spokesperson.

Anyone from B-list “celebrities” to noteworthy media types can represent up-and-coming brands, the main idea being that consumers mindlessly flock to this sort of promo. Maybe that’s why the Good Book refers to us as “sheep” 74 times (for those scoring at home).

Beer is no exception. From the Miller Lite heyday of athletes clamoring about “Tastes Great, Less Filling” to Doogie Howser M.D. shilling for Heineken, the beautiful people have always loved to drink.

A craft brewery from Connecticut — New England Brewing Company — wanted to mix up the usual paid hack attack, so they thought outside the box (or keg, as it were). As the face behind the brand, they chose… Mohandas Karamchand Gandhi.

Wait, what?!

When you think of boozing it up with your friends and chowing down pub grub, you immediately think of India’s fight for independence against British reign, right? No?

Someone at the aforementioned craft brewery thought Gandhi was into drinking beer despite his routine fasting because it seemed like a good idea have Gandhi’s face, likeness, and name become the muse for its latest brand of beer.

According to the Hartford Courant and reporter Brian Dowling (thanks for the shot and the proof), the world may now add Gandhi-Bot Beer to its list of humble inhabitants.

Gandhi Bot Beer

Dowling describes the tangerine encasement as a “silver robotic incarnation” of Gandhi plugging the New England brew. And if you are not completely impressed with all the genuflection, get this:

The brewery said that Gandhi’s grandson and granddaughter have seen and admired the label.


“We take great care in creating a product we hope will not be abused in the manner that Mahatma Gandhi spoke of when referencing alcohol,” the brewery said in a statement. “So many Indian people here in America love our tribute to him. We hope that you understand our true intent and learn to respect our method and the freedom we have to show our reverence for Gandhi.”

That’s why Mashable (via the AP) quoted a direct relative in Gandhi’s bloodline with this:

Tushar Gandhi, the Indian leader’s great-grandson, said Gandhi “abhorred alcohol drinking” and spoke against it, The Telegraph newspaper reported. Gopalkrishna Gandhi, Gandhi’s grandson, was quoted as calling the use of his image “crass and silly.”

I’ll drink to that.

Publish date: January 7, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT