Canadian brewer apologizes for designating pubic beer hair in Maori

Canadian brewer apologizes for naming beer pubic hair in Maori

According to CBC, ACanadian brewery apologized for naming one of its beers after the Maori word “pubic hair” rather than “feather” as intended. Two years ago, Hell’s Basement Brewery in the province of Alberta launched its Huruhuru (The Feather) New Zealand pale ale, using the Maori word they assumed meant feather to reflect its light citrus flavor for a summer beer.

But earlier this week Maori ‘s former television personality Te Hamua Nikora posted a Facebook video to clarify that “huruhuru” was more widely used to refer to pubic hair in Te Reo Maori, and said it would have been wise and polite to have consulted a language expert. Brewery creator Mike Patriquin has said they have no intention of upsetting anyone.

“We acknowledge that we did not consider the commonplace use of the term huruhuru as a reference to pubic hair, and that consultation with a Maori representative would have been a better reference than online dictionaries,” he said in a statement to CBC. The brewery wanted to rename the offending ale, Patriquin said. In the New Zealand capital Wellington, which was also called Huruhuru, Nikora has also called out a leather shop.