Members of the Portman Group, the drinks industry watchdog which seeks to promote responsible drinking, should beware - they have incurred the wrath of the Orcadian Vikings.
Alistair Carmichael, the MP for Orkney and Shetland, has protested about the watchdog's decision to consider a complaint to ban a local Viking-branded beer.
The brew in question is "Skull Splitter", an award-winning ale produced by the Orkney Brewery that has an alcohol level of 8.5%.
The Viking-branded beer is named after Thorfinn Einarsson, the 7th Viking Earl of Orkney whose nickname was skull splitter.
Mr Carmichael yesterday tabled a Commons motion, noting "with amazement" the Portman Group was considering a complaint against the name of Skull Splitter beer.
He explained that the complaint "claims the name could imply violence and that its Viking-branded bottles have an aggressive theme".
The MP said the name would be inappropriate if it were aimed at young drinkers.
However, he argued that "Skull Splitter" was a past Champion Winter Ale of Britain, targeted at and bought by "discerning drinkers".
He said the name was "entirely appropriate" for beer brewed in Orkney with its strong Viking heritage.
