Otter Brewery had supplied the drink made by Wisecombe Cider to the Beautiful Days camping music festival in Escot Park, East Devon, for 16 years.
The name of the 7% ABV cider garnered attention when a festival volunteer tweeted his resignation.
Just resigned as a volunteer for @otterbrewery over their 7% cider called Suicider at #BeautifulDays2018. I can’t work for a company that is so culturally insensitive to #MentalHealth issues. @BBCSpotlight @DevonLiveNews @ExpressandEcho @GrowExeter @ian0martin @Mr_John_Harvey_ pic.twitter.com/9dtQZHQ0LI
— Daniel Hillier (@DanielJHillier) August 17, 2018
Daniel Hillier, who volunteers for suicide prevention charity the Samaritans, told The Morning Advertiser: “I have had two friends unfortunately commit suicide, so it felt really insensitive.
“I didn't want people to go to the festival to have a good time and then be reminded of a poor loved one or friend who has committed suicide.
“It's not what you want to be reminded of when you buy a pint.”
"It's just culturally insensitive," he said.
Otter Brewing's managing director Patrick McCaig said the company took the complaint “very seriously”.
“Otter Brewery is totally proud of the work we do with the community and supporting local drinks producers,” he said.
“We've never had a report to date about it, but now a complaint has been made we take these things very seriously. As such we won't be stocking that brand from now on, we won't be having it next year, simple as that really.
“The name was never meant to upset anybody.
Moving with the times
"40 years ago when the name came about and 16 years ago when we started using it at the festival, the name might have been acceptable.
“Things are different now, that's been pointed out to us and we're very keen to move with the times.”
He added: “Beer names is quite a hot topic of conversation and it's important we all have an understanding of where we stand morally on these things.”
Dealing with mistakes
Hillier welcomed the news the brewery had stopped selling the cider.
“It's not banning people from free speech, but when something is raised or mistakes happen, it's how you deal with it that really matters. So I'm glad to hear they are going to stop selling it,” he added.
A representative from Wisecombe Cider did not wish to comment.