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New logo for beer after knife complaint

Chloe Aslett
BBC News, Yorkshire
BBC A man, Stan Shaw, with grey hair, wearing glasses and blue overalls in a workshop. He is looking down as if working at something on his bench. It is a close up showing only his head.BBC
Stan Shaw made knives for The Queen, US presidents and Elvis Presley

A beer logo created in memory of a celebrated Sheffield knife maker has been redesigned after a complaint that it encouraged violence was upheld.

The branding for the ale "Stan" included a cartoon of the last little mester Stan Shaw holding a knife, and in one pub, an ornate knife handle is used to pour the beer.

A complaint about the product was upheld by alcohol industry regulator the Portman Group, which said a drink should not suggest any association with violence.

The new branding has changed the image and removed the cartoon knives around it on the tap clip - but the handle, which sparked the complaint, will still be used.

Little Mesters Brewing Decorative beer pump with a wooden handle, designed to look like the handle of a knifeLittle Mesters Brewing
The ornate handle is at Dale Sports Bar at Abbeydale Sports Club

Stan Shaw, who died at the age of 93 in 2021, made knives for The Queen, US presidents and Elvis Presley.

His son, Kevan Shaw, said his creations were "works of art" and sell at auctions for up to £2,000.

But the complainant said the tap handle at Dale Sports Bar, inspired by his work, was "perhaps a step too far and could encourage alcohol related violence".

A circular blue badge depicting a cartoon image of a man with grey hair and glasses, Stan Shaw, holding a knife with a circle of assorted blades around him
The original tap clip design led to a complaint being lodged

The beer, which was launched in 2022 to honour Mr Shaw's skills, has not been the subject of any other complaints.

Little Mesters Brewing co-owner Ben Shaw, of no relation to the craftsman, said: "When we created [the beer], it was purely to commemorate him and what he did.

"He was a master knife maker – it would be difficult not to have a knife on it.

"We hope the change will keep people who want to celebrate Stan happy, but also futureproof the label and comply with advertising guidelines."

Little Mesters Brewing A label which would be wrapped around a beer can. It is dark blue. At the top it says "Little Mesters Brewing". On the left it has information about the beer including it is vegan, 4.6%, and in a recyclable can. On the right is a photo of stan Shaw in a circular frame. Below the photo is a short bio about him, which says "A little mester, immortalising Sheffield and its cutlery heritage in every knife he created". In the centre of the label is large white text in capitals reading "The last mester". Above it and slightly behind the text is a circular frame containing a black and white high-contrast outline image of Stan with his head down, working at his workbench. Little Mesters Brewing
The updated beer label, which will feature on tap clips in pubs

The complaint panel's report noted that there were no handles attached to the blades surrounding the image of Mr Shaw, which "made them appear more like dangerous weaponry than ceremonial or cutlery knives".

The new design shows an outline of the mester at his workbench but does not feature any blades.

Kevan said: "I think it's amazing. I prefer 'the last mester' to 'Stan'."

The new labels are expected to be on the products on shelves by mid-March.

Kevan Shaw A young Queen Elizabeth on the left, wearing a pink jacket buttoned up and a matching pink hat with feathers. She is mid conversation with Stan Shaw, on the right, who has dark grey hair and is wearing a brown three-piece suit and white shirt.Kevan Shaw
Stan Shaw met Queen Elizabeth II in 1987, after making her a knife to commemorate the opening of Sheffield Assay Office

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