A beer expert has slammed a local brewery for its ‘sexist, outdated’ pump label.

Prolific industry writer and international judge, Melissa Cole, condemned Elland Brewery for its decision to use a picture of five topless women in Santa hats and short skirts to advertise its festive beer, Oh Santa.

It is the third time in recent years that the brewery has used a controversial photo of scantily clad females to try sell its wares.

Melissa was made aware of the label on a Facebook group campaigning to stamp out sexism in pubs and tweeted a picture of it on Twitter.

She said: “It’s a disgrace and it’s hard to believe that the brewers don’t realise what effect they are having.

“Not only is it deeply offensive to women, who are put off buying drinks which degrade them in this way, and forward-thinking men, it can put off landlords and beer buyers and can open up female beer staff to sexism.

“Customers are being sent a very wrong message that it’s OK to objectify women like this.

“Whatever people may say, this is definitely not a bit of harmless fun.

“It just smacks of something straight out of the 19th century .”

Melissa said that the controversial image was not an uncommon sight in the industry.

She said: “I’m constantly trying to fight this battle with brewing companies, which is so frustrating, especially as there are now other breweries who are using really good designs on their products.

“We are an interesting, innovative industry that is booming in size but these images used on beer pulls are alienating people.

Beer expert Melissa Cole slams 'sexist' Elland Brewery beer pump label
 

“Using women in this way allows people to write off the drink as something only for dirty old men.

“Every time I spot a label like this I will email the brewer but sometimes they don’t even reply.

“So all I can do is put them on social media to shame them and put the pressure on them to change their ways.

“This behaviour by these breweries has just got to stop.”

Elland Brewery also brought out a beer called Santa Baby with picture a woman in a suggestive pose in a short Santa-themed dress and a cartoon of a female elf sat on Santa’s knee was used to advertise its brew, Santa Pants.

But Elland Brewery brewing manager, Mike Hiscock, said: “We made the beer but didn’t make the design.

“She is entitled to her opinion but I just think that it’s a little bit of fun.”

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