What say you, Timah?


IT seems that the award-winning Malaysian-made Timah whisky is not the only controversial beer name.

There are at least 10 controversial brews “that got more attention for their artwork than their taste”. One is a beer that goes by the name and label Lost Abbey Witch’s Wit Belgian White.

A New York Times article in 2010 reported that one Vicki Noble – famous in the Wiccan and pagan communities for her astrology readings, shamanic healing and writings about goddess spirituality – said she and other members of the communities were personally offended by the pale ale’s depiction of a witch being burned at the stake.

Noble wrote to her email list, with a subject line: “Can we stop this brewer from their hate imagery?”

However, one may not agree with her being offended by the painting on the bottle.

As it is, “wit” means “white” in Dutch. The beer is produced by Lost Abbey, a division of the Port Brewing Company of San Marcos, California. That gives the beverage its name: Lost Abbey Witch’s Wit Belgian White.

Noble’s email was also sent to Cynthia Eller, a religion professor at Montclair State University in New Jersey. The latter is known for her pioneering book The Myth of Matriarchal Prehistory, which is widely loathed in the pagan community.

According to the article, both women have had their share of disagreements, but these did not prevent Eller from sharing Noble’s disgust “at the use of witch-burning the painting on the label” – done by artist Sean Dominguez – to sell beer. This being 2010, Eller said on Facebook.

The professor did not feel silly that Noble was offended by the name, nor did she say it was a perfect example of making a mountain out of a molehill.

I reckon the professor understood the right to be offended.

That may explain why the American Brewers Association added a policy to its advertising and marketing code, which now states that advertising and marketing materials should not “contain sexually explicit, lewd or demeaning brand names, language, text, graphics, photos, video or other images that reasonable adult consumers will find inappropriate for consumer products offered to the public”.

The association said it wants its members to keep their wits about naming their beers.

“We want our members to be responsible corporate citizens,” CEO Bob Pease was quoted as saying. “We want to error on the side of tolerance.”

Malaysians of diverse cultures and religions can expect the same from brewers in the country: be responsible corporate citizens.

Do you still wish to say: what is in a name?

Toothpaste Darkie became Darlie in 1989, after controversy erupted over the brand in the United States. The then CEO of Colgate-Palmolive, which acquired the brand in 1985, even went as far as issuing an apology. The image on the packaging was also altered to show a racially ambiguous face donning a top hat.

Jodenkoeken – no cookie aisle in the Netherlands is fully stocked without this national treat – was changed to Odekoeken as recently as March.

According to the report, “jodenkoeken” means “Jew cookies”. However, Dutch Jews do not seem to mind having a cookie named after them. Many even buy them as a joke to gift to relatives abroad or one another.

But things changed when the company behind the brand announced that it would change the name in a bid to “help create a more inclusive society”. “Odekoeken” is Dutch for “ode cookies”.

Therefore, “Timah” can become “Tin” to honour the mining industry or, as suggested by an individual, “Captain Speedy” to honour the man – purportedly one of the men who introduced whisky culture back in the mining era during British colonial times.

What say you, Timah? – October 19, 2021.

* Hafiz Hassan reads The Malaysian Insight.

* This is the opinion of the writer or publication and does not necessarily represent the views of The Malaysian Insight. Article may be edited for brevity and clarity.


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  • Just waiting for the day ganja and ketum legalized in Malaysia.

    What brand names will the "Bumi" growers and manufacturers use?

    Posted 2 years ago by Malaysian First · Reply