New branding for Birkenhead Beer
All references to Hinemoa and Mokoia removed
AUCKLAND – 8 August 2016: Birkenhead Brewing Company is relaunching its Pale Ale and Pilsner brands as part of its newThe Village Series, and in the process removing all references to the Maori story of Hinemoa and Tūtānekai.
Steve Simms, company director and co-founder of Birkenhead Brewing, said the branding changes follow feedback that the
use of the names Hinemoa and Mokoia was causing pain and upset for some Maori.
“Back in July, we promised to act swiftly to remove any references, branding and association between Te Arawa’s
ancestors and our products. It was never our intention to show any disrespect. Following our meeting last Friday at Te
Owhata Marae with the people representing Te Arawa, we are both enlightened and relieved. We will now work together to
assist in the protection of cultural intellectual property.”
“While we still have a lot to learn, we now better understand the importance and impact of Maori culture and heritage,
especially with regard to Maori stories and Taonga (treasures). We would like to pay particular respect to Kaumatua from
Te Arawa in Rotorua, who, as the guardians of the Hinemoa and Tūtānekai story, helped us to understand and appreciate
the significance of their ancestors,” said Simms.
Simms said the Birkenhead Brewing Company will gift the original Hinemoa and Tūtānekai artworks – without any branding –
to the Te Arawa Koeke for their own copyright protection and use.
Te Arawa representative Paraone Pirika said the meeting had delivered a positive outcome.
“We of Owhata marae and Te Arawa Koeke, the guardians of Te Arawa Taonga, stories, genealogy, and whenua, we thank you
for meeting us on our Turangawaewae; our marae, our place, our home. And for being open to listen and receive
information that gave you a deeper understanding and appreciation of a cultural perspective and its importance, to not
only us but to New Zealand Aotearoa. In that a taonga is not a treasure of monetary value but a treasure of the heart
and the mind.”
“Furthermore we wish you all the best for the future of your company, and in our heart and minds, with a leadership such
as yours "marino te waka ra, smooth sailing,” said Pirika.
Simms said the Pacific Pale Ale and Pilsner brands are currently being re-labelled and are expected to be back on the
shelves at retail outlets later this week. All draft tap products have already been changed.
[ENDS]