NH bill would allow some images of minors on alcohol labels

Associated Press

CONCORD, N.H.

Babies and bottles normally get along just fine, unless a picture of that baby happens to be plastered to the front of a bottle of beer being sold in New Hampshire.

Currently, that bottle of Breakfast Stout crafted by Founders Brewery Co. in Grand Rapids, Mich., is illegal in the Granite State but legislation proposed this year would permit brewers to peddle their ales, stouts, porters and lagers even if the label shows images of minors.

State Rep. Keith Murphy of Bedford, who also is the proprietor of Murphy’s Taproom in Manchester, is sponsoring the measure that would allow images of kids on alcoholic beverage packaging as long as the state’s Liquor Commission determines the picture isn’t meant to entice minors to drink.

Enter the baby.

Breakfast Stout is a rich brew that Murphy says is his hands-down favorite. He samples it from the tap at his establishment (where the tap handle can’t bear the baby’s image) but can’t go buy a four-pack of it in New Hampshire because of the label that depicts a rosy-cheeked baby scooping a spoonful of porridge into his mouth.

New Hampshire law RSA 179:31, VII (a) reads: “Advertising of liquor or beverages shall not contain any reference to minors, pictorial or otherwise.”

Under the law, the Founders baby is being equated to Joe Camel, the controversial cartoon cigarette pitchman that ultimately was outlawed after critics said it was a blatant attempt to recruit young smokers.

Murphy says it’s misguided to suggest a chubby baby eating breakfast would lure an underage drinker to a specialty beer that sells for a comparatively pricey $12 for four, 12-ounce bottles.