Storm In A Beer Cup

Great Northern Brewing is the latest company to discover that there’s real risks in aligning yourself with particular groups.

Storm In A Beer Cup

Great Northern Brewing is the latest company to discover that there’s real risks in aligning yourself with particular groups.

Storm In A Beer Cup

Great Northern Brewing is the latest company to discover that there’s real risks in aligning yourself with particular groups.

Great Northern Brewing Company has caved into social media pressure and cancelled its “Outdoors for a Cause” promotion. It follows online backlash from some prominent members of the 4WD community who took umbrage with a campaign they said would further restrict access to public lands by converting state forests to heavily protected national parks. Or, in other words, a cause directly opposed to the interests of the people that you have appealed to.

Great Northern has branded itself as the outdoor enthusiasts drink of choice but this whole episode shows that no amount of well meaning marketing gloss can ever replace authentic involvement within a group or sub-culture. Picture that bunch of suits sitting around the Great Northern boardroom smugly agreeing about the absolute benefits of this campaign, all the while knowing so little about the people they pretend to represent.

One of those suited people, head of marketing Zac Gelman, stated, “Our donation to the Foundation for National Parks & 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.”

The social media images of people destroying cans, emptying out bottles and generally trashing the Great Northern brand will be an image that is harder to erase than a mid strength hangover.