Friday, 24. October 2014
16. 12. 12. - 14:00
Killjoy health and safety officials have forced a vineyard's wine off the shelves in Sweden - because a pilot show on the label could encourage people to drink and fly.
The 'Flying Solo' wine - imported from France - shows a 1930s pilot in bi-plane on its label as a reference to the vineyard's history as a landmark for air mail flights.
But it was ruled unfit for sale in Sweden after the country's alcohol regulator - the Systemnbolaget - ruled that it could cause pilots to drink.
"Advertising design is not allowed to create associations and images where alcohol consumption is inadvisable such as traffic, sports and work."
Baffled importers who objected to the ban told an inquiry: "We just don’t see how a person drinking this wine would then want to go and fly a plane from the 1930s, nor how it would encourage anyone to slip into the cockpit."
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