Canada brewery apologises for beer named 'pubic hair' in Maori

Marco Green
August 10, 2020

A Canadian brewery has apologized for naming one of its beers after the Maori term for "pubic hair", and not "feather" as it had intended, CBC reported.

Hell's Basement Brewery in Medicine Hat, Alberta, previous year started marketing Huruhuru, a craft ale made with hops, the flower used in the brewing process, from New Zealand.

Nikori called out the brewery and another shop in New Zealand for both using the word.

Some call it appreciation, I call it appropriation. They hear about us, the coolest people on earth...then they want a piece of that ass so they just help themselves due to their entitlement. "Stop it. Use your own language".

However, te reo Māori exponent Te Hamua Nikora, shared a video on Facebook calling the leather shop out.

Hell's Basement named its New Zealand Pale Ale "Huruhuru" while a shop in Wellington, New Zealand named itself Huruhuru as well.

Mike Patriquin, founder and general manager of Hell's Basement Brewery, said in an emailed statement that it was not the brewery's intent to offend anyone and that Hell's Basement supports all forms of culture, including beer culture.

"We wish to make especially clear that it was not our intent to infringe upon, appropriate, or offend the Māori culture or people in any way; to those who feel disrespected, we apologise", he added.

Nikora explained that while the word does mean "feather" it also means "pubic hair".

According to Nikora said he was alerted to the beer this week in a Facebook video. He said they responded that they found it in a dictionary as a word for 'feather'.

Patriquin said he regrets not consulting with a Māori about the term. This is not a banana republic.

In relation to the leather store's application for its rebranding, a spokesperson for the Ministry of Business, Innovation & Employment told the New Zealand Herald: "In this instance, the applicant had applied to register a logo comprising the word huruhuru and an image of a sheep as a trade mark in relation to goods and services such as clothing, carpets, retail of dairy products, luggage and business cards".

Other reports by Click Lancashire

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