Danny Celoni: Carlton and United Breweries boss steps down after ‘woke’ Great Northern Beer campaign backlash

A week after a promotional campaign sparked a furious backlash from consumers, Carlton and United Breweries’ chief executive officer has stepped down.

Danny Celoni, who has led the business division since 2022, will leave in June, it was announced on Wednesday.

A spokesman has denied Mr Celoni’s departure is linked to the controversy, saying he decided on the move late last year.

Led by angry fishers and four-wheel drivers, drinkers abandoned popular brand Great Northern Brewing Co, which is owned by CUB parent Asahi Group, after it launched its controversial Outdoors For A Cause campaign.

The company, which focuses heavily on outdoor activities in its marketing, vowed to match donations up to $200,000 when customers donated to the Foundation for National Parks and Wildlife.

However, many consumers believed the brewer was raising money to lock them out of outdoor spaces.

National parks often charge entry and camping fees and have more restrictions than state forests.

Social media was flooded with videos of customers pouring the company’s beer down the drain and driving their cars over six packs.

Great Northern’s campaign for the fundraiser was paused on January 29, with marketing head Zac Gelman saying the decision was made “following feedback from our passionate drinkers”.

“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.”

On Monday, Asahi group chief executive officer Amanda Sellers announced “with great disappointment” Mr Celoni’s departure, saying it was his decision to leave the business.

It came after a restructure that will see the consolidation of Asahi’s alcohol and non-alcohol commercial and sales functions and the NZ business, scrapping CEO positions in its three business divisions — ALB, Carlton & United Breweries, and Asahi Beverages NZ.

“Danny is an incredibly respected CEO and industry leader, so we understand Danny’s decision to pursue new opportunities at the CEO level. He will leave the business at the end of June, but until then he will continue to play an important role in ensuring the transition process runs smoothly.

“Danny has made an exceptional contribution to our business and will leave a lasting legacy. Danny’s significant achievements include the development of our leading alcohol innovation pipeline and CUB winning the Australian Drinks Awards Supplier of the Year two years in a row.

“His success in instilling a customer-centric mindset at CUB, and his effective strategies to expand the category, have delivered us strong growth across our alcohol portfolio over the past three years.”

Nigel Parsons was announced in the newly created role of chief commercial officer, commencing on April 1.