It is said that the packaging of a product can truly make or break the deal. A bright, catchy packaging can do wonders for a brand, but what happens when things go a little out of hand? A recent tweet by an X user Shri Suparno Satpathy highlighted that a Russian beer brand by the name of Rewort was using pictures of Mahatma Gandhi on their beer packaging. Here’s everything you must know about the incident.
Mahatma Gandhi Gets Featured On A Russian Beer Brand
In a terrible incident of packaging gone wrong, a Russian beer brand Rewort was all over the Indian internet for a rather peculiar reason. The brand has been known for their unique can packaging featuring colorful illustrations and concepts. Many of their famous designs include an Audrey Hepburn inspired can design, a tropical themed design, and even a cat themed can design!
However, the brand recently caught the attention of the Indian internet as it featured an image of Mahatma Gandhi on one of its can packaging. The can featured Mahatma Gandhi’s bust against a light green backdrop. Not just that, but the hazy IPA packaging featured his name and signature as well. An X user by the name of Shri Suparno Satpathy highlighted this unusual choice of design on the microblogging platform.
My humble request with PM @narendramodi Ji is to take up this matter with his friend @KremlinRussia_E . It has been found that Russia’s Rewort is selling Beer in the name of GandhiJi… SS pic.twitter.com/lT3gcB9tMf
— Shri. Suparno Satpathy (@SuparnoSatpathy) February 13, 2025
Many users expressed their dissent at this unusual design choice on an alcohol product. This is because Mahatma Gandhi is considered to be an important and revered figure in India’s modern history. Considered to be the ‘Father of the Nation’, he is also featured on the Indian currency. Many Indian users on X highlighted the irony of Gandhi being featured on an alcohol product when he was known for abstaining and advocating against alcohol.
Users also tagged Indian Prime Minister Narendra Modi to take strict actions against the brand and get the illustrations of Gandhi removed from the packaging.
However, this isn’t the first time that an alcohol brand has featured Mahatma Gandhi on their packaging.
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Other Incidents When Gandhi Was Featured On Alcohol Packaging
In 2019, an Israeli Company created a box set of their liquor bottles to commemorate the country’s 71st independence. The box featured five historical figures on various types of beer, including Mahatma Gandhi. Moreover, the packaging featured him in a cartoon image wearing shades and a tie-dye shirt.
In the same year, a Czech Republic-based brewery received flak for featuring Mahatma Gandhi on the packaging of their India Pale Ale Beer. After being at the receiving end of criticism and facing protests by Indian NGOs, the brand changed their packaging.
If you think that’s all, you’re quite wrong. In fact, a similar incident happened almost a decade ago when a US based company featured Gandhi on their packaging. After a petition was filed in Hyderabad Court, the company apologized for their ill-informed decision to feature a revered political figure on their beer cans.
Also Read: 4 Indian Celebrity Owned Alcohol Brands You Need To Try
Summing Up
If there is one thing that we’ve learnt from these incidents, it is that there is a thin line when it comes to creating sensational and captivating packaging. If done right, it can do wonders for a brand, but we clearly saw a few brands going a little overboard here! What are your thoughts on this?
