The oldest manufacturer of Egyptian wines, Al Ahram Beverages Company (ABC) is being prosecuted by the state due to a sarcastic video advertisement about one of its beverages that, although alcohol free, was accused of going against social traditions and insulting the Egyptian State on 18 October.

The Facebook ad of Birell beer that shows a man holding an exemption document from the military service – which usually lasts one to three years – has been viewed as promoting drinking fans to celebrate skipping  their military duty.

The oldest manufacturer of Egyptian wines, Al Ahram Beverages Company (ABC) is being prosecuted by the state due to a sarcastic video advertisement about one of its beverages that, although alcohol free, was accused of going against social traditions and insulting the Egyptian State on 18 October.

The Facebook ad of Birell beer that shows a man holding an exemption document from the military service – which usually lasts one to three years – has been viewed as promoting drinking fans to celebrate skipping  their military duty.

The ad has caused so much controversy that some have called for boycotting Birell, while others say the ad reflects exactly what some men feel when they receive their call to duty. The Consumer Protection Service (CPS) however has considered that the ad violates its law, consumer rights, and social traditions.

Attacking manly responsibilities

First introduced in Egypt in 1989, Birell was promoted by ABC as a drink of manhood, evident in its slogan ‘Man up.’ When the advertising campaign touched upon the drafting issue, however, there was great confusion, although ABC stopped the ad promptly.

The ‘Military Situation’ document is central in the life of male Egyptians aged 16-30, during which time they have to be drafted and they may neither travel abroad nor have a civil service post. The document proves that its holder has completed his military service, has been exempted from it or has been given temporal deferral. Reasons for temporal deferral includes a young man being  the sole breadwinner for his family, a widowed mother, or a father aged over 60, while reasons for exemption include medical reasons, being a brother or a son of a martyr, or having a second nationality.

ABC posted a formal apology on Facebook on 19 October and re-posted it several times. The apology was also broadcast by other media outlets. The purpose of the apology was to stress that ABC’s policy did not aim at influencing any state institution. ABC also underscored that it would initiate an investigation into the matter and it took drastic actions and re-emphasized its “full support of the state and its institutions.”

Despite all of this, the CPS referred the ABC to the Attorney General in late October as a clear message that any such violations by any company or entity would not be tolerated, according to CPS head Major General Atef Yaqoub.

“The ad used unethical and clichéed persuasive methods to promote ABC’s products by inciting to violate the law and not respecting moral values,” read the indictment bill. “The ad does not respect personal dignity, religious values, or social customs and traditions.”

ABC did not comment pending the decision of the Attorney General.