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August 27, 2024

Brewery Ordered to Withdraw Kupe Beer from Sale

Brewery Ordered to Withdraw Kupe Beer from Sale

Te Aro Brewing Company has been instructed to stop selling its Kupe beer and pull down all associated promotional materials. The decision comes after the brewery faced criticism for using the name and image of the famous Polynesian navigator Kupe to promote its craft beer as part of the “Age of Discovery” series. 

The product and its promotion first raised concerns in July, with Māori cultural advisor and tikanga expert Dr. Karaitiana Taiuru (Ngāi Tahu, Ngāti Kahungunu, Ngāti Toa) expressing shock and offence at Te Aro Brewing’s actions. Taiuru stated that “depicting and using a famous Māori and Pacifica ancestor such as Kupe for alcohol is highly offensive.” He also criticised the brewery for celebrating colonial explorers like Christopher Columbus and Ferdinand Magellan alongside Kupe, calling it “in poor taste.”

The Advertising Standards Authority (ASA) received two complaints regarding the product’s packaging and promotion. Both complaints emphasised the association of Kupe degraded and demeaned his mana and, therefore, that of his descendants and the people and places associated with him. 

Following ASA’s decision, social media posts promoting the beer have been removed. Te Aro Brewing also stated that it never intended to offend anyone by naming its Kupe beer after the historical figure. The brewery claimed it did not consider the possibility that anyone might be offended by this choice. Moreover, they noted that the idea for the “Age of Discovery” series, which includes the Kupe New Zealand IPA, was conceived by a Te Aro employee of Māori descent.

Despite these assertions, the ASA upheld complaints regarding the beer’s name and packaging, determining that it was likely to cause serious offense. The board stressed that the brewery’s intentions did not exempt it from breaching advertising standards, particularly regarding social responsibility. 

Advertising standards in New Zealand, as regulated by the Advertising Standards Authority (ASA), require companies to maintain a high level of social responsibility. Under this principle, advertisers must ensure their ads do not use indecent or offensive material and are required to be mindful of how their content represents different cultures. 

Failure to adhere to these standards can result in complaints being filed with the ASA. If a complaint is upheld, the ASA will formally request that the advertisement be removed or amended. Decisions are then released publicly, which can negatively impact the advertiser’s reputation.  

The Te Aro Brewing case highlights the need for businesses to be mindful of how they portray and utilise Māori culture in their marketing and branding efforts. As Dr. Taiuru pointed out, a simple Google search could have revealed the potential for offence and helped the brewery avoid this situation.