NEWS UPDATE: Kalnapilis Jan 27, 2006

The concerns of Philadelphia area Lithuanians as well as Lithuanian Americans from around the country have now apparently been addressed by a decision to remove the religious folk symbol Rūpintojėlis (a statue of Christ ) from advertisements promoting the sale of beer. See recent articles (in Lithuanian)

NEWS: Kalnapilis boycott

Philadelphia area Lithuanians as well as Lithuanian Americans from around the country are talking about the very controversial ad campaign being used in Lithuania to promote Kalnapilis alcoholic beverages. Many are expressing outrage at the use of the religious folk symbol to promote the sale of beer. The ad uses a picture of a Rūpintojėlis (a statue of Christ ) with headphones listening to rock music.

The Lithuanian people, who for centuries have suffered war and foreign occupation, are very fond of the image they have come to call Rūpintojėlis, the Worrying Christ. The image first appeared in Europe in the middle ages. It is seen in a variety of settings, ranging from forest chapels to tree trunks. It has come to symbolize for the Lithuanians a contemplative, pensive Christ who holds the entire world in his heart and whose heart goes out to all people. Some say the pose represents Jesus' anticipation of his crucifixion, after his scourging and crowning with thorns. Others say it depicts Christ after the resurrection and not yet ascended. One legend says Christ traveled through the world with his crown of thorns. Tired from his journey, he sat on stones near the road and wept. This statue means many things to many people, but all can see in it God's endless compassion and care.

It is very troubling to see that this revered image is now being used to sell beer. In order to call attention to the severity of this concern, many are calling for a boycott of Kalnapilis products. Further information can be found in an article written by Romas Sakadolskis and in an analysis in Delfi (both Lithuanian lang). The British news organization Ananova as well as the Baltic Times also have reports. The Philadelphia area Lithuanians support this boycott and will be contacting local distributors to voice their concern. We encourage those who support this action to let Valdas Tekorius (valdas.tekorius@kalnapilis.lt) know how they feel. Regular mail can also be sent to the following address: „Kalnapilio-Tauro grupė“, AB, Aludarių g. 1/2, 01113 Vilnius. (telephone 262-7526). The parent company of Kalnapilis is a Danish  company "Royal Unibrew". This company's  responsible official is Poul Moller. He can be written to at: Poul Moller, CEO, Royal Unibrew, Faxe Alle 1, DK-4640 Fakse, Denmark. His email address is: contact@royalunibrew.com