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Last week Tui Breweries put up a bunch of ‘Yeah Right’ billboards around the place saying “My shout, I’ve got Moa shares”. It’s probably fair enough as we tell our shareholders we’d nearly quadruple in size over 2 years and now we’re only expecting to almost triple. But it seemed odd that Tui would put up billboards knocking another beer, using accounting as their weapon.

Surely beer fights between beer companies should be settled over a beer, using beer.

So we thought Tui might want to challenge us to a ‘beer-off’. We’d get all our Moa beers, they’d get all their Tui beers, and someone impartial could decide which ones tasted the best.

We thought we could get Gordon Ramsay to do it, but he’s a Moa beer fan already so that probably wasn’t very fair. Then we thought about getting Ian Botham and Shane Warne, and they said they would be up for it, but they’re also Moa beer fans as well, so again not really that impartial.

In the end we decided to sort out who the judges would be later on, and just ask whoever owns Tui when would be a good time to do it.

The weird thing is, no one knows exactly who that is.

We phoned the Tui Brewery in Mangatainoka and they told us we had to talk to DB Breweries up in Auckland, where most of the Tui is made. So we did that, but whoever answered the phone put us through to their Monteiths department by accident.

Then we tried to talk to the CEO of DB Breweries, that new guy from Britain that supports the English Rugby team, and kept getting the run-around. Not that it mattered anyway as we then found out that DB doesn’t even own DB! It turns out it’s actually owned by a company up in Singapore run by some guy called Samson Wong.

So we phoned Mr Wong at Asia Pacific Breweries in Singapore, only to find out that Asia Pacific Breweries doesn’t belong to Asia Pacific Breweries either, but to Heineken in Holland. So finally we rang Amsterdam to try and talk to the owner of Tui Breweries, and the receptionist said she’d never heard of it and we probably had the wrong number.

I’m not making this up.

All we wanted to do was have a beer-off, but it was getting pretty hard to figure out who we were actually having a beer-off with. It felt like Tui was part of some global beer ponzi scheme.

So if anyone out there knows how to get in touch with whoever actually owns Tui, let me know by sending an email to

It would be good to get the beer-off underway before someone buys Heineken and we have to start all over again.


Josh Scott


Moa Beer backs bid for new Kiwi Olympic glory.

The beer that toasted every Kiwi medal at the London Olympics has signed up again as the official beer of the New Zealand Olympic team for Rio 2016.

Moa Beer won’t wait four years before unleashing another support party though. The brand has also signed on to support the NZ teams at the Glasgow XX Commonwealth Games and Sochi Winter Olympics in 2014.

As the exclusive beer behind the 2012 NZ Olympic team, Moa supplied the thirsty masses at the purpose-built watering hole ‘Kiwi House‘ in London, generating valuable brand awareness and social media traction at home and abroad.

Moa chief executive Geoff Ross says Kiwi House also lit a fire under the brewery’s UK expansion.

“We put Moa on show for prospective business partners and, as a result, our first order is about to be shipped to UK distributor James Clay. We also found out which Moa varieties impressed the locals and of course celebrated Kiwi success with fans and athletes alike.”

With a UK distribution partner comes more opportunity for Moa to leverage the upcoming Commonwealth Games in Glasgow, says Ross.

“Re-signing with the NZOC this early gives us four years to plan a bigger and better Moa beer presence wherever we go”.

Moa is not wasting any time getting set in the city of Samba either.  Brazilian distributor Oceania Group has been enlisted by the recently floated Blenheim brewery to supply the country.

“Brazil is a country that loves beer perhaps even more than New Zealand and we also have a few more mouths to drink it. The beer culture here is advanced so we think a premium product like Moa with such a diverse range of styles will prove very popular,” says Oceania Group Director Marconi Albuquerque Filho.

The expansion comes ahead of anticipated growth in the Latin American beer market and moves by the Brazilian government encouraging beer imports ahead of the FIFA World Cup.

“Through Oceania Group we’re already driving business in Rio with the first shipment scheduled for January 2013,” says Ross.

“We learned some key lessons from London on how best to leverage this great sponsorship opportunity and translate the celebration into tangible results and growth. Oceania Group was impressed with our execution in London and it’s great to have such a strong distributor on board heading in to Rio.

“We took more than 21,000 bottles to Kiwi House for the Games and there were queues stretching around the block almost every day to get in to enjoy a drop and party with everyone inside.”

“When the New Zealand team and support crew arrives in Rio for the next Olympics we’ll be there ready and waiting,” says Ross.


As reported in the NZ Herald, Moa Beer, has been sent a formal warning which demands that we remove a few references to “Champagne” on this website. The letter was sent by the director-general of Comite Interprofessionnel du Vin de Champagne, the body which represents Champagne wine producers in the northeast of France.

The references are on the Process page under brewing techniques and twice on the News page in an article about Moa Breakfast.

The first reference is to the fact the beer is bottle-fermented, “like they do with Champagne”.

The second is from founder Josh Scott, comparing Moa Breakfast Beer to drinking Champagne at breakfast, and then the last one is again in reference to the brewing technique.

In the cease and desist letter Director-general Jean-Luc Barbier wrote that the name Champagne was protected by national laws and trans-border regulations.

He said the rules protected against exploitation of Champagne’s reputation, imitation, evocation or any use likely to mislead consumers.

“[We] ask you to immediately amend or delete any reference to ‘Champagne’ and to refrain from associating your beer with Champagne.”

But we have refused to back down and we thought the letter was a little bit overbearing and petty.

It’s obvious that we’re a brewery in the business of brewing beer and unmistakably from New Zealand. We’re not trying to pass ourselves off as a sparkling wine from France.

There is no chance of consumers being misled, so no consumer protection is required.

This is just the latest in a spate of large companies bullying smaller businesses.

NZ Dairy giant Fonterra is battling to prevent a Waikato cheese-maker from using the word “vintage” to describe its gouda. As well, this week DB Breweries forced a Central Otago brewery to stop calling its beers “Radler”, because DB trademarked the name in 2003.

Our response to the French letter was this postcard in Te Reo Maori and featuring the bombing of the Rainbow Warrior:


Moa Beer has signed on as the official beer of the New Zealand Olympic team and will be supporting the team to the hilt as it prepares for the 2012 London Olympics.

Our Moa Brewery founder Josh Scott – a champion cyclist in his own right - says it’s all about Kiwis supporting Kiwis.

“Like our Olympians, we’re classic Kiwi champions – underdogs taking on the big guys, punching above our weight and beating them at their own game. As a premium beer brand, we know what it’s like to win gold and we want to help our Kiwi athletes to achieve similar success.

“This is the first time a craft brewery has held this level of sponsorship in New Zealand and we believe it’s also a world-first,” Scott says.

“It’s exciting for the industry as it really puts New Zealand craft beer on the map, and it’s also a wake-up call to the big brewers. We’re playing in the big leagues now – and we don’t have to sacrifice the quality of our beer to do so.”

Scott says Moa is committed to a long-term relationship with New Zealand’s champion sportsmen and women. “We’re excited that a wholly New Zealand-owned brand (with a uniquely Kiwi name) will be supporting our team. Unlike a certain Japanese-owned, German-named beer brand which has forsaken our Olympians, we ‘believe’ in our athletes and will be backing them all the way to London and beyond.”

Full details of the sponsorship will be announced over the coming months. Initial activity will see the release of limited edition Moa Olympic packaging – “black labels to match our athletes’ black singlets,” says Scott – and of course Moa beer being served at NZ Olympic Committee, VIP and partner events both at home and abroad.

Josh Scott says he’s looking forward to having the chance to showcase the best of Kiwi craft brewing to the world.

“It also means Kiwis can finally get to celebrate our success with a decent beer for a change.