Coopers Bible Society backlash
Coopers has gone into defence mode after pubs vowed to take the beer off their taps in response to a political marketing stunt that backfired badly on the South Australian brewer.
The problem started when Coopers decided to team up with Bible Society Australia, long time donation recipients.
The aim was to create a video on same-sex marriage called “Keeping It Light”.
The debate featured two Liberal MPs from both sides of the fence, Andrew Hastie and Tim Wilson
As part of the plug, the family owned brewer released a commemorative light beer celebrating 200 years of charitable work done by the Bible Society. Hence the name Keeping It Light.
The video showed the two pollies enjoying the debate as there was "both a Bible and good beer on the table". Sipping bottles of Coopers Premium Light, Mr Wilson made the case for same-sex marriage. Mr Hastie for his part defended "traditional marriage"
The company got savaged on social media. People were angry that Coopers had failed to take a clear stance on marriage equality.
People posted tweets saying they would never drink the beer again.
The response was vicious and immediate: it actually started within minutes of the video’s release on Friday.
And then it got serious.
Melbourne and several Sydney pubs including the Hollywood Hotel in Surry Hills, the Newtown Hotel and Hideaway Bar in Enmore switched off the Coopers taps.
The same happened with the the Old Bar, Sircuit nightclub and Mollies Bar & Diner in Fitzroy.
The Union Hotel in Newtown went so far as to say they would donate money from the sale of their last remaining Coopers kegs to Beyond Blue.
Their Facebook posting said it all: "We're huge fans of the beer, but nothing short of genuine public support from Coopers for marriage equality would get us back to pouring their good stuff.”
In the end, Coopers apologised.
Melanie Cooper - the company's director of corporate affairs – released a video saying the commemorative beer idea has been ditched.
"Our company supports marriage equality," Ms Cooper said. "Offence has been taken by our recent involvement, for which we are deeply sorry. We have listened to a range of community views, we acknowledge this feedback and respect everyone's individual opinions and beliefs.
"We have consequently cancelled the release of our Bible Society commemorative cans and will be taking steps to show further support for our community, including joining Marriage Equality Australia.”
by Leon Gettler, March 15th 2017
