'Breakfast Beer' set to be launched in NZ horrifies alcohol watchdogs

Washington, April 4 (ANI): Alcohol watchdogs in New Zealand have slammed a new beer, promoted as a "breakfast beer" and to be launched Thursday, as "irresponsible."

According to the New Zealand Herald, 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," reports the Fox News.

The beer, made by Marlborough brewery Moa, contains 5.5 percent alcohol and will be officially launched at an Auckland cafe this week.

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."

However, Moa co-owner Geoff Ross said the company was not trying to create irresponsible behavior. (ANI)