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Defying Tradition, American Brewer Proudly Features Santa on Beer Label

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Defying Tradition, American Brewer Proudly Features Santa on Beer Label

Rogue Brewery Boxed Gift Set Features Santa's Private Reserve Ale This time of year, walk down the aisle of any American grocery store and you will likely see countless incarnations of Santa Claus endorsing all sorts of products through one the most important marketing platforms in existence, packaging. There is one aisle, however, where Santa is never easily spotted: the  beer aisle. Unlikely their European counterparts, American brewers typically steer clear of enlisting the help of the jolly beer-bellied North Pole resident to hawk their alcohol in order to avoid the possibility of offending parents and angering anti-alcohol organizations. The irony of this is that Saint Nicholas, the third-century Greek Bishop of Myra known for his habit of secretly giving presents to children, is not only recognized in modern times as the original Santa Claus. The truth is, Saint Nicholas is also the patron saint of beer. A few American brewers recognize this fact by subtly incorporating Santa imagery into their holiday beer label designs. For instance, Hair of the Dog Brewery and Goose Island's holiday brews both sport animal mascots wearing Santa's signature red night cap trimmed with white fur. Rogue Brewery, however, proudly pays tribute to the patron saint of its industry by prominently featuring Santa Clause himself on the label of its beloved holiday brew, Santa's Private Reserve. Using one hand to lift a frothy mug of ale in one hand, and the other to defiantly pump his fist in the air,  Rogue's Santa boldy refuses to retreat into the snowy background of the bold label design.