A German alcoholic drinks brand—Eichbaum has landed itself in mid of a controversy after it used the flag of Saudi Arabia on its beer bottles for an upcoming promotion.
The alcoholic drinks company used the Kingdom’s flag as part of its FIFA 2018 World Cup promotion, which would be held in Russia later this year.
As every Muslim fully knows that the Saudi Arabia’s flag features the Kalma. Eichbaum’s use of the Kingdom’s flag sparked an outrage and prompted calls for the firm to apologize and issue a notice for recalling the product.
The news went viral over the social media platforms, with many Muslims sharing the image asking for these bottles to be removed immediately from the shops.
EICHBAUM (German brewing company) has printed Saudi flag with Kalma on their alcoholic drinks for upcoming Football World Cup pic.twitter.com/IgOfdnPN73
— پیار، عشق اور محبت پاکستان (@NaqqarKhaneMae) May 11, 2018
Users on social media joined hands against the decision taken by the firm and presented logical claims.
In the doctrine of Islam, alcohol is one of the greatest sins. Putting the slogan of Saudi Arabia on this product is an insult to the Islamic religion. Please change your product and make an apology pic.twitter.com/A2l99DgzF0
— أحمد بن صالح العوين@ (@abu3ween) May 11, 2018
Some people decided to deal with the matter via proper channels, expecting to poke the Germany brewery brand into admitting its mistake.
Mr. Uwe Aichele,Director International Division,EICHBAUM,& All Team, I am writing on behalf of your act about putting Saudi Arabian flag with the Islamic creed on your alcoholic drinks. Freedom of speech is not means that insult anyone, any country. @KSAMOFA pic.twitter.com/E9JJSC1oqM
— Sajid Hussain (@sajidmalik07) May 12, 2018
It is apparent that a lot of social media pressure along with the protest by the Saudi authorities has forced Eichbaum to realize that it has made a grave mistake.
On the 11th of May, both Eichbaum and the Germany Embassy in Riyadh replied to this matter as well. They mentioned that the brewery brand had no intentions of hurting anyone’s feelings and they had printed the bottle caps for the thirty-two nations taking part in the World Cup this year in Russia.
After the apology was published the Germany brewery brand announced that it would no more be producing these bottle caps having the Saudi flag. Furthermore, the company added that it is taking measures to withdraw all the bottles containing the Saudi flag featuring caps from all the markets where it operates.
The German Embassy in Riyadh regrets the unfortunate incident in which the German company Eichbaum used the Saudi flag in a PR campaign linked to the FIFA World Championship 2018 in Russia, and is welcoming the swift and unequivocal action taken by the company.
Eichbaum did1/2 pic.twitter.com/I0qHk1g7Aw
— Salah Rais (PPP) (@SalahRaisPPP) May 13, 2018
Keeping in mind the content the Saudi flag has and its respect for Muslims, the reaction is justified.
Turns out they've already been informed and they've apologised for the same. They printed bottle caps with flags of all 32 World Cup nations and didn't know what the flag of Saudi meant… https://t.co/3493cZXzrq
— Ezio (@anjum_meer) May 11, 2018