You’re from Alabama. You’re trying to market your barbecue sauce in Alabama grocery stores. And this is your label.
Oh, dear God.
Birmingham blogger Wade Kwon saw Mike Elliot’s BBQ & Grilling Sauce on some Birmingham grocer’s shelves and questioned whether the sauce’s branding is really appropriate. Either Kwon was the first to notice, or the first to care (not sure which is worse).
Asked by email about his label, Elliott said, ”My ‘logo’ is a long story. He is a character that has been with me for quite some time.
“He’s meant to portrait that once trying my sauce that it will turn you into a savage and will do anything to get some of that savory sauce.”
The “savage” depicted on the label echoes centuries-old stereotypes of the black community, ones that continue to rile in Alabama.