‘Boycott’: Aussie beer company Great Northern slammed over ‘woke’ campaign move

Aussies have voiced their outrage at a popular beer company by running over cans of the liquor in a boycott of the company’s recent campaign that has been slammed as “woke”.

The Great Northern Brewing Company came under intense fire following its Outdoors for a Cause campaign that aimed to raise money to buy and protect land to add to national parks in support of the non-profit organisation Foundation for National Parks and Wildlife, according to Yahoo News.

However, many moved to boycott the company, which typically uses imagery of people outdoors to market their beer, following the campaign’s announcement.

Facebook group 4wd TV lashed out at the move in fear the money raised would be used to turn state parks into national parks.

“In an absolutely disgraceful move, Great Northern Brewing Co. has gone woke with a campaign to help get us locked out of forests!” 4wd TV posted to Facebook.

“Let’s save our State Forests! No more National Parks.”

It’s understood the campaign was intended to help transform private land into national parks, not state park land.

In the comments, 4wd TV further explained their boycott.

“Great Northern sells to outdoor enthusiasts who love to camp, fish, 4wd and hunt. Most of which can’t be done in a national park,” the group wrote.

“Their customers are furious that Great Northern is financially supporting national parks and hence helping to stop bush users using the bush.”

Many flocked to the comments to claim they would no longer buy the beer.

“They have lost me as a customer,” one wrote.

“That's the bear (sic) I drink. Not anymore. It’s there to share and use by all Australians. What a joke,” another added.

“Another to boycott,” wrote another.

The campaign backlash echoes the Bud Light controversy of 2023 when the US’ best-selling beer brand at the time revealed a partnership with transgender TikTok star Dylan Mulvaney.

The beer’s sales plummeted, as customers boycotted the brand in the wake of what was labelled a “woke” misstep at the time.

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Other posts shared by 4wd TV showed a car driving over cans of Great Northern.

“#boycottgreatnorthern and #rememberbudlight,” the post read, in reference to a boycott of American beer Bud Light after they brought in Mulvaney to promote the brand.

Following scrutiny, Great Northern head of marketing Zac Gelman said the campaign was “paused”.

“Great Northern’s Outdoors for a Cause campaign was yesterday paused following feedback from our passionate drinkers,” Mr Gelman said.

“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.

“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.”

Simon Christie from 4wd TV told Yahoo News that he was “proud” of the “overwhelming impact” his company made on Great Northern.

“It’s the old go-woke, go-broke thing,” Mr Christie said.

He also told NewsWire that 4wd TV was “not against national parks and are fully aware that Great Northern are not funding the change from state forest to national park, they are supporting the purchase of land for the creation of new national parks”.

“Our main concerns are the impact this has on the actual activities of their consumers with most not being able to use the land, the risks posed in mismanagement and lack of funding resulting in the proliferation of invasive species and a fire risk,” Mr Christie said.

NewsWire has contacted the Foundation for National Parks and Wildlife for comment.