FIFA probes Hook Norton beer branding

FIFA, world football's governing body, has confirmed it is investigating family-owned brewer Hook Norton over its branding on a limited edition World Cup beer.

The Oxfordshire-based brewer's Striker beer has been released in its pub estate this summer in time for the World Cup.

But it appears the ale has fallen foul of FIFA's strict rules on branding, as it says on the pump clip: "Brewed to celebrate the FIFA World Cup 2010".

A FIFA spokesman said: "We were made aware of the beer and associated branding and can confirm FIFA's legal team are dealing with the report and will take appropriate action."

But James Clarke, managing director of Hook Norton, which has around 50 pubs, told The Publican ​he had received no correspondence from the governing body.

"I've heard nothing from them and I'm not even quite sure what we've done wrong," he said.

"It's a slight oversight and we've already changed the original pumpclips. It was a just a summer beer for our tenants to help them through this difficult time.

"We've only sold eight firkins of it."

AB InBev brand Budweiser is the official beer of the World Cup, but it remains unclear who raised the issue with FIFA.