Kupe Beer Controversy: Te Aro Brewing Faces Backlash
Introduction to the Kupe Beer Controversy
Te Aro Brewing has recently stirred up a hornet’s nest with its latest creation: a New Zealand IPA named Kupe as part of its Age of Discovery series. This beer, named after the famed Polynesian navigator Kupe, has sparked significant backlash. Critics argue that this is not only an instance of cultural appropriation but also an insensitive marketing move.
Cultural Appropriation Concerns
Dr. Karaitiana Taiuru, a noted Tikanga expert, has voiced strong objections to the usage of Kupe’s image in promoting alcohol. According to him, using a significant Māori and Pacifica ancestor such as Kupe in this context is highly offensive. Taiuru emphasizes that the portrayal promotes colonial misconceptions, painting a picture of racial superiority. For Māori, this is far more than just a brewing blunder; it perpetuates damaging stereotypes and misrepresentation.
Questionable Brew Names
The Kupe beer controversy does not stand alone. Other beers in Te Aro Brewing’s Age of Discovery series have been named after colonial explorers like Christopher Columbus and Ferdinand Magellan. These figures are associated with colonization and the tremendous suffering of indigenous peoples, making their celebration through beer names troubling for many.
Previous Instances of Cultural Missteps
Te Aro Brewing is not the first to face such criticism. Other breweries, both in New Zealand and abroad, have been accused of cultural insensitivity. In 2016, Auckland’s Birkenhead Brewing Company apologized for using images of Māori ancestors on its beer labels. Similarly, several UK and European breweries faced backlash for using Māori imagery and names on their products between 2017 and 2018.
Year | Brewery | Controversy |
---|---|---|
2016 | Birkenhead Brewing Company | Used Māori ancestor images |
2017 | Belgian Brewery | Named a beer “Māori Tears” |
2018 | Bath Brewery | Used a caricature of a Māori man |
The Need for Sensitivity in Branding
Taiuru calls for Te Aro Brewing to reassess their marketing approach. He suggests that the company should engage with local iwi to understand the cultural implications of their branding choices. This is imperative not just for Te Aro Brewing but for all companies seeking to market products using cultural elements.
Te Aro Brewing’s Response
Despite the growing controversy, Te Aro Brewing has declined to comment on the matter. Their silence only fuels the fire, with calls for the company to take corrective action growing louder. Many believe that a simple Google search could have helped avoid this insensitive branding endeavor.
Conclusion: Moving Forward
The Kupe beer controversy serves as a stark reminder of the need for cultural sensitivity in marketing. As Te Aro Brewing navigates this storm, the brewing industry must learn from these missteps to foster a more respectful and inclusive approach. Understanding the cultural weight of names and images is crucial in creating a brand that respects the heritage and history of all communities.