CHICAGO: Indians across the globe have joined in appealing to Amparo (Sao Paulo, Brazil) based “award-winning” Cervejaria Ashby brewery to apologize and withdraw Ganesha and Vishnu beers; calling these highly offensive to their religion.
“GaneshaAmbar IPA” and “Vishnu Red IPA” beers carry the pictures of the two Hindu deities.
Rajan Zed, president of Universal Society of Hinduism, has taken a lead and is joined by Madhu Patel of NRI Press Club and Nand Kapur , a former head of Associations of Indians in America, in voicing their anger and protest to the Amparo management
Rajan Zed said that inappropriate usage of Hindu deities or concepts or symbols for commercial or other agenda was not okay as it hurt the devotees. He added that Lord Ganesha and Lord Vishnu were highly revered in Hinduism and they were meant to be worshipped in temples or home shrines and not to be used in selling beer for mercantile greed. Madhu Patel said that linking Hindu deities with an alcoholic beverage was very tasteless and offensive.
Hinduism is the oldest and third largest religion of the world with about one billion adherents and a rich philosophical thought and it should not be taken frivolously. Symbols of any faith, larger or smaller, should not be mishandled, the Indi leaders said.
Cervejaria Ashby, which describes itself as “Brazilian breakfast tradition since 1993” and claims to be the “first microbrewery in Brazil”, states: The Brewery unites the tradition of the best brewery schools in the world with the Brazilian flavor. Ashby; whose products include beer, chopps and California cooler; claims to have over 100 distributors serving the states of São Paulo, Minas Gerais, Rio de Janeiro, Espírito Santo, Paraná and Goiás.
Scott Alan Ashby, founder and master-brewer of the brewery, is stated to have graduated as a brewmaster at California University. It claims to be “inspired by the North American and European breweries” and uses water from Serra da Mantiqueira.
Vishnu Red IPA, with 45 IBU, has alcohol content of 5.8% while Ganesha Ambar IPA, with 40 IBU, has alcohol content of 5.4%. Amparo, known for its Winter Festival, is the seat of Roman Catholic Diocese of Amparo.
Surendra Ullal
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