âYour words, thoughts and beliefs are part of a culture that I personally respect and believe that the owner group of the brewery share with me. Please note that I will act to evaluate this issue and meet directly with the owner group towards mitigating your concerns. You have contacted the correct person for your concerns and they have not fallen upon deaf ears. Best Regards, Harmony and Peace.
Briar Bush
GM/Sales Director
Lost Coast Breweryâ
It is good that many are fighting with that company to see the bottles removed from stalls immediately. The follow up on this incident requires continuous force and Hindu community should see that such blasphemy will not repeat again. And also ensure that those beer bottles are not in market with Lord Ganesh or any other divine picture of Hindu religion. Some suggested to make this news reach Sivasena, RSS and VHP as well. And we wish our readers do that as the voice of thousands will be louder than that of one.
We understand your situation and are respectful of your culture (Hindu). I assure you that a few years back we made serious changes to the label so as to mitigate this issue. The new art is basically intended to be an elephant and not that of your Hindu god.
We changed the label several years ago. You prodded me to look on our web page and I discovered that our web master when told to put up the new label has put up our old label. I contacted him to make the change but he hasn't responded to me yet. Thank you for pointing out our error. Now I know why we got so many e-mails. We obviously don't look too closely to our web site. Again thank you.
Your statement will not fall upon deaf ears my friend.
Elysian Brewing Company has made a 'Avatar jasmine IPA' beer. In the description of the Beer on their website and other Beer websites, it says that Meaning of Beer's name is - 'A version of IPA with and eastern touch, referring to the word's literal meaning - an incarnation of the Hindu god Vishnu.' This is nothing but the Denigration of Lord Vishnu & Hindu Concept of Avatar (incarnation).
Contact Details:
Mailing Address: Elysian Brewing Company 1221 E. Pike St. Seattle, WA 98122
E-mail ID: info@elysianbrewing.com, laura@elysianbrewing.com
Details of Denigration
Beer Bottle can be seen on 'Elysian Brewing Company' website at following link:
<b>Protest letter written by a devout Hindu
</b>
1) First Protest letter written by a Devout Hindu
Namaste,
This is in reference to your product - Avatar jasmine IPA. Is it true that you've described your product in the following words - 'A version of IPA with and eastern touch, referring to the word's literal meaning - an incarnation of the Hindu god Vishnu."
Please advise.
Thanks!
2) Reply of Sales Director of Elysian to a Devout Hindu
Our apologies, that description should not have been on our website and we have changed it to what our bottles say "a new incarnation of india pale ale".
We are not using the name Avatar in reference to the Hindu God Vishnu but how it is almost always translated: as an incarnation from one realm to another (hence it's use in computer gaming). Avatar is a descriptor of transcendence not a reference to a god or person.
Cheers,
David Buhler
Sales Director
Elysian Brewing Company
david@elysianbrewing.com
3) Reply given by a Devout Hindu to Sales Director of Elysian
Namste Mr Buhler,
Appreciate your response.
The meaning of Avatar as per given in the dictionary is the following:
Avatar n. (in Hindu mythology) descent of a deity etc. to earth in bodily form. [Sanskrit, = descent]
So this is the purposeful denigration of word Avatar; knowingly.
You've written:
We are not using the name Avatar in reference to the Hindu God Vishnu but how it is almost always translated: as an incarnation from one realm to another (hence it's use in computer gaming). Avatar is a descriptor of transcendence not a reference to a god or person.
1. Please do not use the computer games as a reference point - that is incorrect.
2. Avatar is a Sanskrit word & has direct corelation with our Dharma & Deities. This should be the reference point.
3. If it is trascendence that you are referring to then please an alternative word in english to replace the word Avatar.
Before closing just a couple of questions:
Would you use a word like "mohamad - a new incarnation of Saudi Pale Ale"? Would you draw a picture of mohamad on the bottle to increase your sales?
