Mr Holliday added: ‘We had calls and emails about the White Face name, but mostly it was via feedback from the pubs we supply. White Face has been renamed Cheeky Jack, a play on the American name for a hare – Jack Rabbit. We were recently sitting in a pub beer garden and overheard a man showing his pint to his beer buddy and proclaiming, “Now, this beer is totally lush. 'This is, of course, a complete misunderstanding but the fact that it created that impression was of genuine concern to us. Some people didn’t know the connection to the hare name, and the white mountain hare – and sadly in some cases it gave rise to the feeling that there was an undercurrent of discriminatory language. ‘Feedback to the name has also become more frequent and vocal. He said: ‘We became aware that its name wasn’t sitting entirely comfortably with some people. The beer has now been renamed to 'Cheeky Jack' by brewery bosses based in Norfolkĭavid Holliday, 58, founded the brewery based in Hindringham, Norfolk, with his wife Rachel, 56.
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