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"Breakfast Beer" Slammed by Critics

Moa

A new beer to be launched in New Zealand's largest city at 7:00am Thursday has been slammed by alcohol watchdogs concerned about its promotion as a "breakfast beer."

The cherry-flavored wheat lager is described as "a beer the ladies can enjoy too ... if you're having a champagne breakfast but don't fancy champagne, have a beer instead," the New Zealand Herald reported Sunday.

The beer, made by Marlborough brewery Moa, contains 5.5 percent alcohol and will be officially launched at an Auckland cafe this week, but has already been slammed as "irresponsible."

National Addiction Centre director Doug Sellman said the marketing of the beer was "a completely irresponsible stunt from a health and addiction perspective, because it is normalizing pathological behavior."

Moa co-owner Geoff Ross said the company was not trying to create irresponsible behavior.

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