Shepherd Neame Spitfire Ale Nazi Tyr Rune advert

| | Comments (2)

The controversial brewers Shepherd Neame seem to be trying to be too clever by half, in their latest advert in the London Evening Standard for their mediocre Spitfire Ale.

Placed in exactly the same spot on the back page, directly under the Quick Crossword and the Sudoku puzzle, this latest attempt at humour
appears to make a cryptic reference to their similarly placed and very offensive Nazi "--SS" advert, for which they are awaiting a non-broadcast adjudication by the Advertising Standards Authority.

The slogan reads:"Gott in himmel, ve vill never break ziz code."

However, to the left of this mildly blasphemous oath (how is it appropriate or tasteful to invoke "God in Heaven" in order to advertise beer ?) is an upward pointing arrow symbol, (white with drop shadows). This symbol which was presumably deliberatly chosen, looks like another Nazi runic symbol used by the SS and by todays racist and white supremecist groups and individuals, as well as by some non-racist pagans: the Tyr Rune, named after a Norse god of battle and warfare.

Does the "ve vill never break ziz code" refer to the Advertising Standards Aurhority's Committee of Advertising Practice Code clause 5.1 (Decency) ?

DECENCY (ie avoiding serious or widespread offence)


Marketing communications should contain nothing that is likely to cause serious or widespread offence. Particular care should be taken to avoid causing offence on the grounds of race, religion, sex, sexual orientation or disability. Compliance with the Code will be judged on the context, medium, audience, product and prevailing standards of decency.

This Tyr rune is far more obscure than the double Sig rune SS symbol which the previous advert carried, and is only likely to offend neo-nazis and racists who object to being associated with weak, warm, bland, mediocre Spitfire Ale,

Why can't Shepherd Neame actually use Spitfire aeroplane symbols in their adverts ?

N.B. there are plenty of other British beers which are superior to Spitfire Ale.


How can some one writing in reference to the advert placed by Sheperd Neame actually go off the issues to which they are reffering to have a snipe at the quality of their product.
They make excellent beers, as do all of the breweries in England.
Stick to the subject and we will all be sympathetic to your points raised, but to use this sort of forum just to slag of their product is ridiculous!

The quality of Shepherd Neame's products is a matter of personal opinion.
Spitfire Ale is not undrinkable, but it is nothing special.

There are superior British beers, and specificaly better English Strong Ales e.g. from Brakspear, Adnams, and even from Scottish & Newcastle.

The other more controversial Nazi Shepherd Neame advert by the Evening Standard crossword puzzle, slagged off the quality of "German lager", even though Shepherd Neame also brew Durch, Austrian and German lager under licence.

Whatever its former merits , Spitfire Ale will now always now be associated with a metaphorical bad taste.

About this blog

This website comments on the policies of the Mayor of London, the London Assembly and the Greater London Authority and actually pre-dates even the referendum which took place before these public bodies were set up.

Email Contact

Please feel free to email us your views about this website or news about the issues it tries to comment on:


If you need to contact us in confidence, use our our PGP public encryption key or an email account based overseas e.g. Hushmail

Please do not confuse this website with the tax payer funded Mayor of London, the London Assembly and the Greater London Authority website.

Do not confuse that lot with the ancient office of the Lord Mayor of London either.

Hints and Tips for Whistleblowers

There are many good people trapped in the bureaucracies which run London. If you are thinking about blowing the whistle on shadowy and powerful people in Government or commerce, and their dubious policies then you need be very careful these days. The mainstream media and bloggers also need to take simple precautions to help preserve the anonymity of their sources e.g.


Wikipedia article on the Mayor of London

Wikipedia article on the London Assembly

The Evening Standard newspaper - fulfills its role by scrutinising the Mayor and the GLA etc. rather more effectively than the politicians and bureaucrats do.

Mayor of London press releases

London Assembly press releases

MayorWatch - commercial news site about the Mayor of London etc.

Campaign Button Links

Watching Them, Watching Us, UK Public CCTV Surveillance Regulation Campaign
UK Public CCTV Surveillance Regulation Campaign

NO2ID - opposition to the NuLabour Compulsory Biometric ID Card
NO2ID - opposition to NuLabour's plans for Compulsory Biometric ID Card and National Identity Register centralised database.

asboconcern logo
ASBO Concern - alliance of organisations and individuals who are concerned about the abuse of NuLabour's Anti Social Behaviour Orders.

MI5 encrypted contact web form use 999 or 112 to report immediate threats
Encrypted MI5 web response form NuLabour's "Climate of Fear" is not the same as the real fight against terror.

gamesmonitor_logo_150.gif Games Monitor - "Games Monitor is a network of people raising awareness about issues within the London Olympic development processes. We want to highlight the local, London and international implications of the Olympic industry. We seek to deconstruct the 'fantastic' hype of Olympic boosterism and the eager complicity of the 'urban elites' in politics, business, the media, sport, academia and local institutional 'community stakeholders'. "

Peaceful resistance to the curtailment of our rights to Free Assembly and Free Speech in the SOCPA Designated Area around Parliament Square and beyond
Parliament Protest blog - resistance to the Designated Area resticting peaceful demonstrations or lobbying in the vicinity of Parliament.

Save Parliament: Legislative and Regulatory Reform Bill (and other issues)
Save Parliament - Legislative and Regulatory Reform Bill Act

Ken Livingstone Links

Syndicate this site (XML):

November 2018

Sun Mon Tue Wed Thu Fri Sat
        1 2 3
4 5 6 7 8 9 10
11 12 13 14 15 16 17
18 19 20 21 22 23 24
25 26 27 28 29 30