An Alberta brewery has unwittingly offended the Maori people of New Zealand by naming one of its beers after their pubic hair.
The Hell’s Basement brewery in Medicine Hat used the Maori word “huruhuru” to name its “New Zealand hopped pale ale”.
Unfortunately, in the Maori language “huruhuru” means pubic hair.
New Zealand TV presenter Te Hamua Nikora, a member of the Maori community, blasted the brewery on his FaceBook page.
“Some people call it appreciation, I call it appropriation,” he wrote.
Nikora said he contacted the brewery to inform them of their blunder.
“Don’t call beer pubic hair unless you make it with pubic hair,” he said.
Brewery co-founder Mike Patriquin said in statement to the New Zealand news site RNZ he thought “huruhuru” meant “feather” and he didn’t realise it was a reference to pubic hair.
“We did not realise the potential to offend through our artistic interpretation, and given the response we will attempt to do better in the future,” he said.
“To those who feel disrespected we apologise. We also do not think pubic hair is shameful, though we admit it may not go well with beer.”