Playalinda Brewing Company, a craft brewer based in Florida, has come under fire for the name of its peanut butter-flavored beer, “Epi Pen Ale.” The product, which has been available for several years, recently resurfaced in a promotional post for the brewery’s “Peanut Butter Week,” running from 29 March to 7 April. The backlash was swift and intense, prompting the company to remove the beer from its website and delete related social media content.

Critics have called the beer’s name “insensitive,” “discriminatory,” and “ignorant,” particularly in reference to those living with severe nut allergies. An EpiPen is a critical medical device used to treat anaphylactic shock, a life-threatening allergic reaction. Many have argued that using it as a pun in a beer name, especially one containing peanuts, trivialises the serious health risks faced by allergy sufferers.

Families and advocacy groups speak out

The reaction from the allergy community was strong. On platforms like TripAdvisor, patrons expressed disgust. One reviewer wrote, “Walked out when we saw the ‘epi pen’ peanut butter beer option. I’m guessing whoever thought it was funny to name it that has never seen their child almost die from an allergic reaction. Disgusting.”

The Elijah-Alavi Foundation, an advocacy group founded in memory of a child who died from a severe food allergy, also weighed in. Posting on X (formerly Twitter), the group stated: “Calling a beer ‘Epi-Pen,’ especially if it’s peanut-flavoured, is absurd and insensitive. It downplays the life-saving role of EpiPens.”

Such comments reflect growing frustration with casual treatment of serious health concerns in marketing and product naming. Lianne Mandelbaum, a food allergy advocate and correspondent for Allergic Living, echoed this sentiment. In a comment piece, she wrote, “The adage: ‘Sticks and stones may break my bones but words will never hurt me’ does not apply to food allergies.”

Some defend the beer as dark humour

Despite the backlash, not all reactions were negative. Some individuals defended the beer’s name as a form of dark humour. They argued that the name, while provocative, could actually serve a practical purpose by clearly signaling the beer’s peanut content.

One parent commented online, “I’m all for it. Complete transparency to the point of blatancy. This would stop my son from drinking the ale.” Supporters of this view see the controversial name as a blunt, if unorthodox, way to help allergy sufferers avoid potential danger.

However, critics argue that there are better ways to communicate allergen content without making light of medical devices that save lives. The debate has brought attention to how branding decisions can either help or harm public awareness of serious health issues.

Brewery takes action amid growing scrutiny

Following the controversy, Playalinda Brewing Company removed the Epi Pen Ale from its official website and deleted at least one Facebook post promoting the beer. While the brewery has not issued a public apology or statement at the time of writing, the removal of the product signals an effort to distance itself from the growing criticism.

The incident has sparked broader discussions about responsible branding and sensitivity toward medical conditions, especially as craft breweries and food companies experiment with increasingly edgy marketing tactics. With food allergies on the rise and public awareness growing, the line between humour and harm is becoming more sharply defined.

As the conversation continues, the EpiPen beer controversy serves as a cautionary tale about how brands approach serious health topics—and the consequences when that approach misfires.