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Kupe Beer Controversy: Te Aro Brewing Faces Cultural Backlash

Kupe Beer Controversy: Te Aro Brewing Faces Cultural Backlash

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.

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Author

Ethan Parker is a seasoned craft beer aficionado with a palate fine-tuned through years of exploring breweries worldwide. As the founder of Brew Scoop, he blends his passion for storytelling with his extensive knowledge of brewing techniques and beer culture. Ethan’s dedication to the craft beer community is evident in his efforts to educate and connect beer lovers while advocating for sustainable brewing practices.