An Auckland brewery's marketing campaign fronted by Black Caps star Daryl Tuffey has been labelled "offensive" and "insulting".
The Moa Brewing Co which recently signed a sponsorship deal with the New Zealand Olympic Committee has launched a new campaign dubbed "The Moa Pakistani Backhander"'.
Its marketing, which is signed off by Tuffey, described it as a "Genuine all-rounder for Moa Beer". It also details an offer to consumers for one free case of beer for every 10 purchased.
It likens the deal to numerous incidents involving match-fixing scandals featuring the Pakistan cricket team.
But it has been slated by Dunedin-based former Pakistan cricket international, Kahlid 'Billy' Ibadulla.
"I think the whole campaign is in a very bad taste. It does not reflect well on New Zealand," Ibadulla says.
"It is quite insulting and quite offensive. That's my view."
He said of Tuffey's involvement: "It is disappointing, especially coming from a former test player. It will not reflect very well on New Zealand Cricket."
Tuffey and the Moa Brewing Co both stood by the campaign, saying it was based on proven facts.
"We are not out to offend anyone," says Tuffey, who has been employed by the brewery for the past two months.
"In some ways, after what has happened over the past two years [the campaign] is not too far from the truth to be honest. They [Pakistan] have set the benchmark really ... it is unfortunate that two or three of their players have been done over the last 12 months.
"It has been etched into cricket that the Pakistanis are rolling around match-fixing."
When asked if it could result in an on-field backlash next time he plays Pakistan, Tuffey says: "If I get a few extra bouncers because someone in Karachi or Lahore has heard about the Moa campaign, then we have done pretty well with Moa.
"We just hope they buy our beer so they can bowl me a couple of bouncers. If they are drinking our beer it is even better."
Moa Brewing Co marketing manager Sunil Unka added the brewery did not set out to "offend anyone".
He says that it had been "successful in drumming up new business for us".
"We are basing a lot of the stuff we do on fact," Unka says. "Unfortunately, there were Pakistani cricketers who were found guilty of match-fixing."
The online brewery advert states: "Pakistanis love cricket and they love making money. Sometimes they combine the two with a good old Pakistani Match Fix so that the Black Caps get to win a game and the Pakistanis get a big cheque from the TAB.
"It's a win-win all round and we here at Moa love the business principles behind it, which is why we're offering a Pakistani Backhander of our own.
"So for every 10 cases of Moa ordered, the contact person who does the ordering, that's you, gets 10 per cent of the match fee - a free case of Moa beer for themselves that we don't tell anyone about.
"Is this ethical? No. Is it Pakistani? Yes!"
The Moa Brewery Co has its brewery in Blenheim and head office in Auckland.
- Auckland Now
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