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Sooke Oceanside Brewery faces backlash after customers confuse it with Sooke Brewing Company, which is at the centre of a T-shirt controversy.
Sooke Oceanside Brewery in Sooke, British Columbia, says it is facing backlash after being confused with Sooke Brewing Company, the business at the centre of the “Show Me the Evidence” T-shirt controversy. The two breweries are separate and have no affiliation.
Owner and founder Ryan Orr says the fallout began almost immediately after a photograph of a Sooke Brewing Company co-owner wearing the shirt on the National Day for Truth and Reconciliation sparked widespread criticism online.
Name Confusion Leads to Backlash
Orr says his business has received one-star Google reviews, boycott threats, private messages and calls to cancel wholesale orders since the controversy erupted. CTV News Vancouver Island contacted Orr after seeing a wave of online backlash directed at Sooke Oceanside Brewery.
Orr described the experience as extremely trying and emotional, saying it is difficult to see his business tied to something it had nothing to do with.
He says Sooke Oceanside Brewery and Sooke Brewing Company are separate businesses with no affiliation, but their similar names have created confusion before. Orr says Sooke Oceanside Brewery had already been operating for about a year when Sooke Brewing Company opened and chose a similar name. He raised concerns at the time because he worried customers could confuse the two.
Now, Orr says that confusion is having a direct impact. Several wholesale customers contacted him saying they wanted to cut ties and cancel orders. He spent much of the following day contacting wholesale accounts to explain that Sooke Oceanside Brewery was not involved in the controversy.
Impact on Operations and Community
The brewery has also received private messages from people threatening to boycott it, along with criticism of the business and its beer. The confusion has spilled over to a liquor store that carries Sooke Oceanside Brewery beer, with staff facing angry customers who appear to believe they are selling products from the brewery at the centre of the backlash.
Orr says one call to the brewery’s taproom became particularly hostile, and he has seen vulgar comments directed at the business. He does not want to get into specific examples but said much of the backlash can be seen in comments and messages sent to the brewery.
The brewery has also received support from people who understood the distinction between the two businesses. Orr is now asking customers and members of the community to verify which business they are referring to before posting criticism or joining a boycott.
He said everyone has to do some due diligence.
Sooke Brewing Company Faces Fallout
The backlash comes as Sooke Brewing Company faces continued fallout over the T-shirt incident. The brewery apologized after the photograph circulated online and said the message on the shirt did not reflect its values. It later announced that co-owner and head brewer John Adair had been terminated, effective immediately.
The company has also cancelled its upcoming events, including Oktoberfest celebrations planned for this weekend, until further notice. The controversy escalated further Friday after Sooke RCMP opened a criminal investigation into vandalism at Sooke Brewing Company. Police said someone spray-painted the word “evidence?” on the building and announced increased patrols in the area.
Orr says he understands why the similarity between the brewery names could lead to confusion, but he wants people to make sure they have identified the right business before directing their anger at it.
He said the two businesses have absolutely zero affiliation.
Sooke Oceanside Brewery Sooke Brewing Company Ryan Orr T-Shirt Controversy Sooke RCMP John Adair Truth And Reconciliation
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