Founders Brewing Co. says goodbye to that baby face

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By: Eric Strader
ericstrader69@gmail.com

Eric Strader/Hop Notes

Due to a Michigan law regarding the use of images of minors on alcoholic beverage labels, Founders Brewing Co. has been forced to change one of its familiar labels.  

Founders Breakfast Stout (imperial chocolate coffee oatmeal stout, 8.3% ABV, IBUs 60) is one of the staples of coffee beers among coffee beer lovers and it definitely ranks among my favorite coffee stouts.

Founders Breakfast Stout with the baby on the label. Eric Strader/Hop Notes

In the past, this beer has sported the image of a bibbed baby, presumably eating oatmeal in his high chair.

The brewery’s website posted this statement on August 26: “As we gear up for Stout Season, we’re also saying goodbye to a dear friend. The baby of Breakfast Stout is taking some time away from his crib after being booted from the label in our home state of Michigan.”

On the new label, bowl is still on the table, however, the baby has left a note on the fridge behind his chair. Founders has had some fun with this. The note states, “Left the crib for a bit, call me if you need me 616-522-2720.” 

Curiosity got the better of me, and of course I called the number.

This is what the message said: “Hey! Thanks for checking up on me. I’m currently not allowed in my home-state of Michigan, so I’m hanging in the rest of the Founders distribution footprint this fall. Leave me a message to let me know how much you love double-chocolate coffee oatmeal stouts, where you’re drinking your beer, OR, how badly you want me to come home. My Founders family may even use your voicemail for something fun! Maybe I’ll see you again next year…then again…maybe not.”

A decision is still pending in New Hampshire as to whether the label with the baby can be used, but all other states in Founder’s distribution footprint will see the familiar label of the past.

Regardless of what’s on the label, the beer inside will remain one of my absolute favorite coffee stouts, and I look forward to it this fall.

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