Aussie bar accused of mocking Ma¯ ori

An Australian bar accused of “mocking Ma¯ori culture” has pulled an advertisement featuring a deceased Melbourne politician with a ta¯ moko. As part of advertising for a “Waitangi Week” showcase of Kiwi craft beer, Melbourne bar Freddie Wimpoles drew a ta¯ moko and Ma¯ori cloak on a picture of its namesake, a former St Kilda mayor and publican.

Wellington beer education business Craft Beer College co-founder Stephanie Coutts said she contacted the pub about the advertisement last week saying ta¯ moko were unique to individuals, and using them in advertising was disrespectful and “mocking Ma¯ori culture”.

“It is also offensive to have ta¯ moko or any aspect of the head associated with food and beverages, more so when associated with alcohol.”

She also contacted another Australian pub using Ma¯ ori culture in advertising for a Waitangi event, which immediately took down its ad and issued a public apology.

Having received no response from Freddie Wimpoles, Coutts took to social media to raise awareness.

Yesterday the pub changed the image on its event page, removing the offending image.

General manager Scott McKay told the Herald they apologised for the use of the ta¯ moko.

“Our intention was never to offend but rather celebrate.”

After the issue was brought up, they engaged their graphic designer “straight away” to change the image.

“I am a Kiwi myself and am only trying to bring the best of Aotearoa to Australia.”

Ma¯ori cultural adviser Karaitiana Taiuru said ta¯ moko were designed specifically for an individual’s genealogy and life achievements, and could not be used in advertising.

“You can’t just take one and put one on someone else. Then putting that image on to a dead person, and on to an advertisement for alcoholic beverages, breaches quite a few protocols.

“Ma¯ori didn’t have alcohol, and statistics speak quite clearly about the intergenerational damage alcohol has done since it was introduced.

“It is also customary practice you don’t associate the dead with the living, and dead with food.”

Taiuru said he had contacted 10 beer companies in recent years, many based in Europe and the United Kingdom, that had used Ma¯ori culture in their advertising, nine of which had removed the branding.

“Some immediately withdrew, while others took their time until media picked up on it.”

Belgium-based Brussels Beer Project apologised this year over a pale ale it dubbed “Ma¯ori Tears”.