Minhas Creek Warned By AGCO Over Boxer Lager

TORONTO, ON – Minhas Creek Brewing have been warned by the Alcohol & Gaming Commission of Ontario (AGCO) that an advertisement (pictured right) for Boxer Lager, a discount brand they launched in Ontario last November, contravenes a regulation that disallows ads that associate “consumption of liquor with … any other activity that requires care and skill or has elements of danger.” This warning reportedly followed a complaint lodged with the AGCO over the ad, although it hasn’t been disclosed who made the complaint.

In a press release regarding the warning, Minhas Creek states that the AGCO also raised an objection to the name of the beer, since “Ontario’s regulations prohibit selling or advertising a beer in association with a sport.” The release also notes that Boxer has been available in Western Canada since 2007 with no issue, and states that there appears to be a double standard at play, since “almost every beer brand in Canada …  is associated with all types of sports – from hockey to football to Olympics to Ultimate Fighting.”

While Minhas Creek owners Manjit and Ravinder Minhas have contacted their lawyer about the issue, it’s unclear at this point what further action, if any, the AGCO will be taking. The press release makes numerous references to the AGCO’s “objection” to the name and advertising, but there’s no direct indication that Minhas Creek have been ordered to change the name of the beer or remove it from the Ontario market.