Company: Whitbread Beer Company
Final Decision: 24 September 1996
Considered under the 1st Edition of the Code
“The name ‘Heist’ is unacceptable on the grounds that a heist is a violent, anti-social and illegal activity.”
The company’s submission
The company, Whitbread Beer Company, recognises that Heist is an American word which does have a usage association with robbery rather than violence. They said that they feel that there is no intention or impression of encouraging anti-social behaviour by naming the product in this way.
The Panel’s assessment
It was considered that the word Heist has a popular parlance and current usage in the UK for a criminal activity and therefore, it was concluded that the name Heist did not conform to the Code.
Action by Company
The company has agreed to replace the name Heist once current stocks have been exhausted.