A Russian beer can featuring M.K. Gandhi has set the internet abuzz. A viral video shows a man questioning how India keeps M.K. Gandhi on its currency while Russia sells beer in his name. Surprisingly, this isn’t the first time the unofficial “Father of the Nation” has appeared on an alcoholic beverage.
Over the years, breweries across the world – from Israel to the US, the Czech Republic, and now Russia – have used Gandhi Ji’s image on their products. This odd pairing of a man who preached against alcohol with the alcohol industry has sparked controversy time and again.
From the US to Israel: Gandhi, Beer, and Apologies
M.K. Gandhi was a staunch advocate of prohibition. He strongly believed alcohol led to moral decay and societal harm. He actively campaigned for liquor bans in India, and even after independence, his influence led many states to adopt prohibition policies.
Given his strong stance, it is ironic that M.K. Gandhi’s image has been repeatedly used to market alcoholic beverages worldwide.
- In 2015, an American brewery launched “Gandhi-Bot”, an India Pale Ale featuring a cartoon version of the leader. The backlash was immediate, with Indian groups filing complaints, calling it disrespectful and inappropriate. The controversy even reached India, where a Hyderabad court took notice of the issue. Facing mounting pressure, the company issued an apology and discontinued the product, though the incident left a mark on discussions around cultural sensitivity.
- A Czech brewery faced similar criticism in 2019 when it released a Mahatma India Pale Ale. This time, an Indian NGO took up the issue, arguing that Gandhi Ji’s image should not be used for commercial alcohol branding. The brewery eventually rebranded the beer, but it never completely vanished from the market. Thus, indicating that demand and branding potential outweighed the controversy.
- In 2019, the same year, an Israeli brewery used Gandhi Ji’s image on liquor bottles to commemorate Israel’s 71st Independence Day. Unlike previous instances, this one drew an official response from the Indian government. Following strong diplomatic pressure, the brewery apologized publicly, acknowledging that the move was insensitive.
Despite repeated protests and apologies, the trend continues. Thereby, showing that M.K. Gandhi’s image, as a global icon, is an easy target for marketing gimmicks.
Russia Joins the List with Gandhi Hazy IPA
🚨 Russian Beer Can Featuring Mahatma Gandhi Goes Viral. 🇷🇺 pic.twitter.com/Oet0fujweq
— Gems (@gemsofbabus_) February 13, 2025
The latest entrant in this trend is Russia’s Rewort Brewery. They featured M.K. Gandhi on its Hazy IPA beer cans. The design not only includes his image but also his signature. Hence, making it look more like an intentional tribute rather than a casual marketing choice.
What makes this case different is that Rewort has also dedicated beers to other global icons like Nelson Mandela, Martin Luther King Jr., and Mother Teresa.
This suggests that the branding isn’t necessarily meant to mock or target Gandhi specifically. Rather, the Russian brewery follows a pattern of featuring famous leaders on beer cans to attract attention.
Unlike in past incidents, this one hasn’t yet seen an official backlash. However, the viral video circulating on Indian social media has sparked debate and outrage. Many netizens question if the usage of Gandhi Ji’s image on alcohol packaging is disrespectful or simply an unresearched commercial strategy.
Gandhi and Alcohol: An Unlikely Pairing
1931 :: Gandhi Reached Marseilles, France.
Customs Inspector asked Gandhi, "Have you got any cigarettes,cigars, alcohol,firearms or narcotics?"
Gandhi replied-"Oh, no, I never smoke, never drink, nor indulge in drugs,being an advocate of non-violence, I never carry fire-arms." pic.twitter.com/n1liIMpRys
— indianhistorypics (@IndiaHistorypic) October 14, 2021
M.K. Gandhi’s association with alcohol is ironic given his lifelong struggle against liquor consumption. He firmly believed that alcohol led to personal and societal destruction. Moreover, he considered it a moral duty to eliminate the habit from Indian society. Many of his speeches and writings included strong condemnations of drinking. Gandhi actively promoted prohibition laws. In recognition of his stance on alcohol, Gandhi Ji’s birth state Gujarat continues to have prohibitionary orders on alcohol!
So, why do global breweries keep associating Gandhi with Beer or Alcohol?
One possible reason is his universal recognition. M.K. Gandhi’s face is instantly identifiable and linked with Bharat. Thus, making him a strong branding tool to pull Indian audiences. However, even industries that have no ideological connection to Gandhi’s philosophy want to use him to draw attention.
Unlike lesser-known figures, M.K. Gandhi’s image is distinct and stands out – making it an easy pick for marketing.
Another factor could be the India Pale Ale (IPA) connection. Since IPAs have “India” in their name due to their British colonial origins. Thus, breweries find it fitting – albeit ironic – to pair them with one of India’s most famous figures. While this might seem harmless to foreign breweries, in India, the contradiction is glaring.
A Mount Rushmore of Gandhi, MLK, RBG and George Carlin on this beer. pic.twitter.com/m5dywhHlEY
— Yash Marathe (@ymarathe) July 27, 2023
Some argue that using famous figures on alcohol brands isn’t uncommon, citing examples of Che Guevara, Winston Churchill, and even Lenin appearing in alcoholic beverages. However, the cultural and historical weight of M.K. Gandhi in India makes his appearance on beer cans far more controversial.
A Trend That Refuses to Die
Despite repeated apologies and product withdrawals, Gandhi Ji’s image keeps resurfacing in the alcohol industry. Whether this is a case of cultural misunderstanding, a marketing gimmick, or just an attempt at irony. “Gandhi on a Beer Can” remains a curious global phenomenon.
For now, Gandhi Ji’s face continues to appear both on India’s currency and on beer cans worldwide. It is a contrast that keeps sparking debate and outrage. Whether this trend will eventually die out or resurface in another country remains to be seen.