Moa Brews Up Fresh Controversy

DYLAN JAUSLIN Last updated 15:43 11/07/2013

The advert in question.

Blenheim based brewing company Moa, has attracted fresh accusations of sexism with  their latest print advertising campaign. The new ad (pictured), which has appeared in several men’s special interest magazines, features the legend “F*** bitches, get money” next to a bottle of beer and above the New Zealand Olympic logo.

Commentators on social media sites Twitter and Facebook have condemned the ads as “horribly misogynistic”. The phrase in question comes from the 1995 gangsta rap song Get Money, performed by rap group Junior M.A.F.I.A. and sung by late rapper The Notorious B.I.G. Gangsta rap is a genre famous for violent and sexist lyrics.

Twitter users have been lampooning the advert by suggesting Moa should start line of sexist t-shirts, using the #MoaTShirtIdeas hashtag and mash-ups of other Moa slogans. User @squirrel_fight tweeted “Because not everyone is a female person” #MoatshirtIdeas. This is in reference to another of Moa’s slogans.

Representatives of Moa were quick to step in and defend the advert. “Accusations of sexism are unfounded” said a Moa spokesman. “Despite sailing a little close to the wind in some previous marketing campaigns, we’ve never set out to offend anyone for the sake of cheap publicity… We would be shocked to think anyone would see this as part of our strategy,” he said.

Josh Scott, the Auckland-based alleged Head Brewer of Moa was also quick to respond: “It’s meant to be light-hearted and tongue-in-cheek. People take these things way too seriously. It’s not sexist. I asked my Mum”. Josh’s mother, Catherine Scott, Winemaker for the Allan Scott Winery and Blenheims foremost feminist thinker, was unavailable for comment.

Moa investor and CEO, Geoff Ross took a different approach when brushing off criticism. “We’re trying to build a brand here. We’re trying to create a sexy and stylish image for Moa,” says Ross. “Our beer is the domain of aspiring, affluent men… Women should realise the ad appealed Moa’s male market,” he said. 

“We want our brand to be synonymous with New Zealand.”

Ross also defended the advert, saying that “It rather neatly encapsulates the philosophy and approach of Moa since my involvement in the company.” Ross’s Business Bakery bought into Moa in 2010, after selling off New Zealand’s famous vodka brand 42 Below to Bacardi.

The question of sexism has remained unsettled. However fresh controversy surrounding the advert arose yesterday, when it fell into the hands of the Warner Music Group, who owns the rights to The Notorious B.I.G.’s music. Warner has accused Moa of infringing on their copyright of the Get Money lyrics and has demanded royalties for their use.

Moa was again quick to respond in their usual manner, by sending the Warner Group an insulting postcard. The card features an image of American nuclear test at the Pacific Marshall Islands, as well as an anti-nuclear stamp and a rude message in Maori.

The repose from the Warner Group has been one of confusion. “We don’t really understand,” said a junior Warner spokesperson. “Warner has never been complicit in the testing of atomic weapons. Frankly, it’s a bit of a non-sequitur.” He was also herd to ponder: “Are New Zealanders all this rude?”

 © BN Media.

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So this is obviously a parody-piece. If you haven’t figured that out, then you’re probably a bit of a spanner. I would like to dedicate this post to The Civilian, one of the finest news parody sites I’ve ever seen.