Aussies abandon Great Northern Brewing Co beer over ‘woke’ $200,000 campaign

Great Northern Brewing Co beer drinkers are abandoning the popular alcoholic brand over a disastrous campaign that detractors have labelled “woke”.

Via its Outdoors For A Cause campaign, the beer brand vowed to match donations up to $200,000 when customers donated to the Foundation for National Parks and Wildlife.

The brewer, which focuses heavily on outdoor activities in its marketing, had planned to run the campaign until the end of March but it was paused on Tuesday amid outrage from customers.

National Parks often charge entry and camping fees and have more restrictions than State Forests, with many consumers believing the brewer was raising money to lock them out of outdoor spaces.

A number of customers fumed as they poured their beer down the drain in videos shared to social media sites.

“Great Northern’s Outdoors For A Cause campaign was paused yesterday following feedback from our passionate drinkers,” Great Northern marketing head Zac Gelman said on Wednesday.

“Our donation to the Foundation for National Parks and Wildlife will now not be used to buy land to add to National Parks. Our donation will instead be used for the preservation of endangered species.

“Whether it’s hiking, fishing, 4-wheel driving or just relaxing, Great Northern drinkers use and preserve their precious spots in the great outdoors and we support them.”

Nationals Senator Matt Canavan and Sunshine Coast mayor Rosanna Natoli spoke about the issue when they joined Nat Barr on Sunrise for Hot Topics.

“It was all about raising money to help protect land through national parks but customers are not happy — the move will get them locked out of places where they love to hunt and fish and camp, most of which can’t be done inside national parks,” Barr said.

“It is just another example, Natalie, that businesses should just stick to their knitting. Why do they get involved in these political causes they don’t understand?” Canavan said.

“They already have backed down from this, so they have admitted their mistake ...

“I understand people in the big cities think, ‘Let’s have more national parks’ — that is a great highlighter.

“They become an area where weeds and pests are infested and nobody looks after them. They are a terrible blight on our landscape. That is why there has been that reaction.”

Natoli was equally outraged but did note the publicity was good for the brand.

“I think what it shows is that brands really do need to understand their customers. That is the first thing,” she said.

“Second of all, people power, in this day and age, is really the power of the masses and what your customers really say, but is that a masterstroke? Because here we are on national television, breakfast, and we are talking about it.

“People are talking about it. Did they think, ‘Hey, this is something that will get people talking?’ Well, if they did that, that worked at least, but I am not sure it really helped with what they were wanting to do.

“You know, there is some benefit to come from it, that is for sure.”