Behemoth Brewing owner Andrew Childs says its cartoon labels were intended to be subtle humour that would only appeal to adults.

Alcohol watchdogs are concerned beer branding featuring cute cartoons or resembling softdrinks, may be too appealing to minors.

The rise of the craft beer market has resulted in a new wave of creative, colourful, and often cartoonish labels as alcohol producers compete for consumers' attention.

Auckland craft brewery Behemoth Brewing Company, has "brave bikkie brown ale" featuring a cartoon monster eating a cookie on its bottles.

JASON OXENHAM/FAIRFAX NZ Schipper's Beer owner Niels Schipper says he was unaware alcohol labelling could not feature images that appealed to minors.

A mouse riding a dog appears on Scallywag rich amber ale from Auckland craft brewery Schipper's Beer, while a badger wearing a jetpack stars on its Boffin bitter.

Even the Mac's beer range, owned by major brewer Lion, features labels with drawings of wolves, a shark fin and an Indian Pale Ale called "birthday suit" with a grizzly beer holding a hop bud. And two months ago, the darling of the New Zealand craft beer scene, Garage Project, released a "Lola cheery cola beer" in a can with a striking resemblance to Coca-Cola.

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SUPPLIED Schipper's Beer selection featuring cartoon labels.

But while this type of branding can be fun and exciting for adults, it can spell confusion for youngsters, said Rebecca Williams, director of the Alcohol Healthwatch group.

She said cartoons on alcohol labelling sent a message to minors that alcohol consumption should not be taken seriously, blurring the reality that it contained a toxin.

"Look at the colours of them - they're cute, they're quirky," said Williams.

When children liked a brand or could relate to it, it translated into early alcohol consumption, she said.

"I think it's about time somebody was challenged."

But beer producers denied "fun" marketing characters and labels were aimed at those too young to drink alcohol.

Behemoth Brewing owner Andrew Childs said all of its beers were centred around a character named Churly.

"He is fun, quirky and definitely targeted at an adult audience," Childs said.

The brewery liked to have fun with its names and labels, he said. "We have subtle humour on our labelling that will only be picked up by adults.

"We definitely do not feel that our labelling or marketing is targeting children."

Under the Sale and Supply of Alcohol act it is an offence to promote or advertise alcohol in a manner aimed at, or that was likely to appeal to minors.

Alcohol producers are also obliged to adhere to the Advertising Standards Authority (ASA) code for advertising and promotion of alcohol which states "alcohol advertising and promotions shall not use designs, motifs, or cartoon characters that have strong or evident appeal to minors or that create confusion with confectionary or soft drinks".

And Kevin Sinnott, acting executive director of the Brewers Association, said its members, which include Lion and DB, supported provisions within the ASA code.

"Our members work hard to ensure that all their marketing activity complies with the code," Sinnott said.

The Brewers Guild of New Zealand, which represents craft breweries said it provided a labelling guide to members.

President Emma McCashin​ said: "Our advice to members is, if they are in doubt about whether their packaging or promotion complies, they should get pre-approval from LAPs (local alcohol policies), which will give them a definitive answer."

Owner of Auckland craft brewer Schipper's Niels Schipper​ said he did not know there was an alcohol advertising code featuring a clause prohibiting the use of cartoons or imagery that appealed to minors.

"I haven't really given it much thought because a child can't go into a shop and buy it," Schipper said.

Niels' friend drew the images for Schipper in exchange for beer as payment, he said.

"I give him a pretty open brief really."

This #GEEZER came up to me and said "why don't u put me in a can?".............so we did! pic.twitter.com/Wh1IK0Nnm5 — Niels Schipper (@Schippersbeer) December 30, 2015

He said there were too many negative images representing darkness and death in beer labelling and he wanted a more approachable brand.

"I'm just trying to keep things simple and fun."

If officials approached him about the labels appealing to children he would change them, he said.

ASA chief executive Hilary Souter said the ASA had no legal bearing. It is a self-regulatory organisation set up by advertisers, agencies and media to provide a layer of advertising standards.

"The guidelines are just that. They are not law."

If a complaint was laid by the public about an advertisement and the ASA's appeal board upheld it, the advertiser would be asked to remove a product and re-label it.

No complaints had been made about beer labels, she said.