July 10, 2009
Ashadh Krushna Trutiya

Why we must stop Denigration of 'Avatar' word used for Beer?

O Hindus, Wake and up, protest and demand an apology and removal of name of Hindu Concept 'Avatar (Incarnation of Lord Vishnu)'  from the liquor bottle. We should also force Elysian Brewing Company to remove advt. of this Beer from all other websites.Everybody is bent on defaming Hindu Dharma because we are silent and accept things.

Elysian Brewing Company has made a 'Avatar jasmine IPA' beer. In the description of the Beer on their website and other Beer websites, it says that Meaning of Beer's name is - 'A version of IPA with and eastern touch, referring to the word's literal meaning - an incarnation of the Hindu god Vishnu.' This is nothing but the Denigration of Lord Vishnu & Hindu Concept of Avatar (incarnation).

Contact Details:

Mailing Address: Elysian Brewing Company 1221 E. Pike St. Seattle, WA 98122

E-mail ID:  info@elysianbrewing.com, laura@elysianbrewing.com

Details of Denigration

Beer Bottle can be seen on 'Elysian Brewing Company' website at following link: Avatar jasmine IPA

A deout Hindu saw advt. of this defamatory Beer while he was searching about 'Denigration of Lord Ganesh on Beer Bottle' and informed us immediately.

Defamatory Beer bottle is also displayed on 'Boottle Trek' website on following address:
www.bottletrek.com

All Hindus should protest against such defamation of Hindu Concept of Avatar and this bottle's advt. should also be removed from all other websites.

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Protest letter written by a devout Hindu

1) First Protest letter written by a Devout Hindu

Namaste,
 
This is in reference to your product - Avatar jasmine IPA. Is it true that you've described your product in the following words - 'A version of IPA with and eastern touch, referring to the word's literal meaning - an incarnation of the Hindu god Vishnu."
Please advise.

Thanks!

2) Reply of Sales Director of Elysian to a Devout Hindu

From: Elysian <info@elysianbrewing.com>
Subject: Re: Avatar jasmine IPA
Date: Tuesday, 7 July, 2009, 2:33 AM

Hi

Our apologies, that description should not have been on our website and we have changed it to what our bottles say "a new incarnation of india pale ale".

We are not using the name Avatar in reference to the Hindu God Vishnu but how it is almost always translated: as an incarnation from one realm to another (hence it's use in computer gaming).  Avatar is a descriptor of transcendence not a reference to a god or person.

Cheers,

David Buhler
Sales Director
Elysian Brewing Company
david@elysianbrewing.com

3) Reply given by a Devout Hindu to Sales Director of Elysian

Namste Mr Buhler,
 
Appreciate your response.
 
The meaning of Avatar as per given in the dictionary is the following:

Avatar  n. (in Hindu mythology) descent of a deity etc. to earth in bodily form. [Sanskrit, = descent]

So this is the purposeful denigration of word Avatar; knowingly.
 
You've written:

We are not using the name Avatar in reference to the Hindu God Vishnu but how it is almost always translated: as an incarnation from one realm to another (hence it's use in computer gaming).  Avatar is a descriptor of transcendence not a reference to a god or person.

   1. Please do not use the computer games as a reference point - that is incorrect.
   2. Avatar is a Sanskrit word & has direct corelation with our Dharma & Deities. This should be the reference point.
   3. If it is trascendence that you are referring to then please an alternative word in english to replace the word Avatar.
 
Before closing just a couple of questions:
 
Would you use a word like "mohamad -  a new incarnation of Saudi Pale Ale"? Would you draw a picture of mohamad on the bottle to increase your sales?

Please advise.
regards
A Devout Hindu

Also See

1. Protest against defamation of Hindu Deities & Icons
2. Protest against anti-Hindu painter Hussain