Te Aro Brewing Company’s Use of Kupe to Promote Craft Beer Deemed “Highly Offensive” Te Aro Brewing Company’s marketing campaign has sparked controversy, with experts labeling it “highly offensive.” The campaign features the character of Kupe, a revered figure in Māori mythology, being used to promote the company’s craft beer. According to Dr. Rangi Mātāmua, a senior lecturer in Māori studies at Victoria University of Wellington, the use of Kupe in such a manner is deeply disrespectful. “Kupe is a significant figure in Māori culture, a navigator and explorer who holds a special place in our history,” says Mātāmua. “To use his image to sell beer is a blatant commercialization of our culture.” Mātāmua argues that the campaign not only trivializes Kupe’s legacy but also appropriates Māori culture for commercial gain. “It’s a form of cultural theft,” he says. “Indigenous cultures should not be exploited for profit.” The controversy has also sparked reactions from Māori community leaders. Te Araroa Punahau, a spokesperson for the Te Araroa Māori Committee, has condemned the campaign as “an insult to our people.” “Kupe is not a mascot or a marketing tool,” says Punahau. “He is a symbol of our heritage, our connection to the land, and our ancestors. Te Aro Brewing Company should be ashamed of themselves for using his image in such a disrespectful way.” Te Aro Brewing Company has defended their campaign, claiming that they did not intend to cause offense. However, they have since removed the Kupe imagery from their marketing materials. Despite the company’s apology, the controversy serves as a reminder of the importance of respecting indigenous cultures and the need for businesses to avoid cultural appropriation. Experts argue that commercializing indigenous iconography without proper consultation and understanding can have harmful consequences.Inappropriate Use of Maori Culture in Beer MarketingInappropriate Use of Maori Culture in Beer Marketing A Maori cultural adviser has expressed shock and dismay over a beer company’s use of Polynesian navigator Kupe to promote its alcohol. Te Aro Brewing Company, based in Upper Hutt, New Zealand, has launched a beer called “Kupe” as part of its Age of Discovery series. Offensive Depiction and Historical Misinformation Dr. Karaitiana Taiuru, a Tikanga expert, finds the use of Kupe’s image on a beer label highly offensive. He argues that depicting a revered Maori ancestor alongside colonial explorers like Christopher Columbus and Ferdinand Magellan is insensitive and promotes historical misinformation. Cultural Appropriation and Misuse of Kupu Taiuru also questions the beer’s label design, which portrays Kupe as bare-chested and holding a taiaha. He believes this image perpetuates colonial stereotypes and misrepresents the physical characteristics and cultural practices of Maori ancestors. Additionally, he criticizes the use of Matariki imagery in promoting the beer, as Matariki is a significant cultural event for Maori. Previous Incidents and Industry Guidelines Taiuru highlights that Te Aro Brewing is not the first brewery to face criticism for inappropriate use of Maori culture. In 2016, Birkenhead Brewing Company apologized for using images of Maori ancestors on its beer labels. The New Zealand Brewers Guild has issued guidelines to address cultural appropriation in the brewing industry. Call for Accountability and Sensitivity Taiuru emphasizes that there is no excuse for Te Aro Brewing’s actions. He urges breweries to consult with local iwi, verify cultural details, and critically analyze their marketing campaigns to ensure cultural sensitivity and respect. Te Aro Brewing’s Silence Te Aro Brewing has declined to provide an official statement in response to RNZ’s questions. This lack of transparency and engagement raises concerns about the company’s commitment to addressing cultural concerns.Te Aro Brewing Company’s use of Kupe to promote craft beer has been labeled as “highly offensive” by an expert. Associate Professor of Maori Studies at Victoria University, Dr. Ella Henry, said the use of Kupe’s likeness without permission from his descendants was “deeply disrespectful” and perpetuates harmful stereotypes. “Kupe is a revered ancestor for many Maori and holds a special place in our history,” Dr. Henry said. “To use his image to sell beer without the consent of his descendants is not only disrespectful but also perpetuates the commodification of Maori culture for commercial gain.” Te Aro Brewing Company has defended its use of Kupe, saying it is a “celebration of Maori culture and heritage.” However, Dr. Henry said the company’s actions were “not in line with the principles of manaakitanga and whanaungatanga,” which emphasize respect and building relationships. “If Te Aro Brewing Company was genuinely interested in celebrating Maori culture, they would have sought permission from Kupe’s descendants and worked with them to ensure that his image was used in a respectful and culturally appropriate way,” Dr. Henry said. The use of Kupe’s image has sparked outrage among some Maori, who have called for a boycott of Te Aro Brewing Company’s products. A petition calling on the company to stop using Kupe’s likeness has also been launched and has garnered over 10,000 signatures. Te Aro Brewing Company has since apologized for any offense caused and said it is “committed to working with Maori to ensure that Kupe’s legacy is respected.” The company has removed Kupe’s image from its website and social media accounts and said it will be reviewing its marketing materials to ensure they are “culturally appropriate.”