Craft beverage producers take a significant risk in using product names that reference Native American Indians and their culture. Even when used with an honorary intention, this practice could lead them into hot water with claims of disparagement. The very public battles over sports team names and Urban Outfitters products highlight the current climate with this issue.
However, there is even more spark when it comes to alcoholic beverages. There is a sensitivity to the association between alcoholic beverages and Native American culture. Alcohol has played a significant destructive role in the socioeconomic status of many Native American groups. Naming alcoholic beverages with terms that reference Native Americans, a craft beverage producer is almost certain to be the center of negative social media attention. So even if you are tempted, don’t go there.