NYC brewery criticized for 'racist' black lager slogan: 'You'll be a slave to the flavor'
Man with beer (Shutterstock)

New York City's Heartland Brewery is being criticized for what many perceive to be a racist advertising campaign, the New York Daily News reports.

The slogan for the brewery's Bavarian Black Lager is -- as the photograph from Facebook below demonstrates -- "You'll be a SLAVE to the FLAVOR."

black lager

John Foy of the National Action Network told the Daily News that the slogan was "absolutely inappropriate, offensive, and intentionally provocative."

"At a time when race relations are at the heart of the national and local discourse," he continued, "Heartland Brewery has decided to evoke the pain and trauma of our nation’s most shameful and hateful legacy and use it as a cheap marketing ploy."

The brewery insists that the Bavarian Black Lager has been on its winter menu for years and that no one has complained about it previously.

The beer is served in a glass bearing a picture of a dominatrix holding a whip and a submissive with a pint balanced on his bottom -- picture below -- and that this is the reason for the "slave" reference: