Beer and politics I: Coopers’ Bible Society sponsorship fiasco

Seems like civilized political debate has gone down the drain together with 10,000 cases of Coopers beer. When Dr Tim Cooper, the Managing Director of Adelaide-based Coopers Brewery gave a joint news conference with the Bible Society Australia on 9 March 2017 to announce a limited edition, co-branded run of 10,000 cartons (900 hl) of its light beer carrying various biblical verses, he could not have been prepared for the backlash to the partnership.

In the ensuing witch hunt on social media, following the release of a video in which two partisan politicians discuss marriage equality over a couple of Coopers beers, the brewer was variously accused of “commercialising” gay marriage or even “sponsoring ads against marriage equality”. How bizarre.

Plenty of netizens were quick to divorce themselves from Coopers, declaring they would never drink its beer again. Allegedly, some venues and pubs now refuse to serve it.

Irrespective of what you think of religion, gay marriage and Coopers’ involvement, what was lost in the controversy was respectful public discourse. As one commentator said, “people were quick to judge, accuse, assume a hostile stance and assign pejorative labels.”

Trying to control the damage, Coopers hurried to have the video removed and announced it would destroy the offending cans. This will be a costly exercise, with or without reclaiming and reprocessing the beer.

Now, Coopers is being castigated by some “for giving in to the forces of political correctness.”

Despite the outcry, which will make the Cooper family regret their sponsorship of the Bible Society’s 200th anniversary, there is some good news for Coopers. It is to be hoped that the Coopers brand will ultimately be strengthened, not weakened, by the increased awareness of it and knowledge of the way the family resolved the crisis.