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Moa Brewing
Moa Brewing is a New Zealand brewery owned by Mallbeca Holdings Limited. It was founded in 2003 in Blenheim by Josh Scott and had an initial public offering in 2012. The company became notorious for its advertising campaigns which pitched the beer as “the domain of aspiring, affluent men”. It did not make a profit in any year since 2012, and was subsequently sold to Mallbeca in 2021. An industry commenter estimated that the sale price would barely cover the Moa Brewery's physical assets, meaning that the new owners valued the Moa brand at "essentially nothing".
Moa Brewing was founded in Blenheim in 2003 by Josh Scott, the son of winemaker Allan Scott. Initially, the company was owned 50-50 by Josh and Allan.
In August or September 2010, two business incubators bought into the company and acquired 70 percent of it between them. This included investment firm The Business Bakery, which had been started by Geoff Ross.
Moa faced criticism shortly after for a promotion that suggested that low-carb beer was only for "queers". This included printing shirts with the slogan "Low Carb Beers" but with a pink Q over the B. Josh Scott, then the director, said that he had no idea the campaign was planned and only learned about it when he saw posts about it on the internet. Moa acknowledged the criticism, but did not take down the Facebook ads, and a year later posted pictures of staff wearing the shirts.
At some point, founder Josh Scott sold the company to Geoff Ross, who floated Moa on the stock exchange and turned it into a publicly listed company. Moa had an initial public offering in 2012, which was over-subscribed; after the IPO Moa was valued at NZ$38 million.
The shareholder prospectus for the IPO led to controversy itself, as it presented a “Mad Men”-like image, with photos of company directors dressed in suits alongside models in white blouses and short skirts, tips on achieving “moments of modern manhood”, ads for 'manly' companies such as Beretta rifles and Aston Martins, and a naked woman on a white horse advertising candles sold by Moa's then-CEO Geoff Ross. The hashtag "#momentsofmanhood" was mocked on social media. Another campaign in 2016 also faced criticism over a proposed advertising campaign, when a shareholder criticised the portrayal of women in a planned video ad.
In a 2018 article for Stuff, journalist Michael Donaldson said, "Moa has always made great beer, there's no question of that... But in the early years, as a public company, Moa resembled the old Peanuts character Pig-Pen, obliviously shrouded in a dust-storm of controversy, thanks to its grossly sexist marketing. That feels like ancient history now, with the brewery, although still blokey, adopting a lower-key approach that's more hunting-fishing-tramping." Kathleen Kuehn, a university media studies lecturer with a focus on the beer industry, found that Moa's general advertising campaigns went very poorly, especially with women. In particular, women in the beer industry that Kuehn interviewed would commonly raise Moa negatively and without prompting.
Initial plans to build their own brewery with the funds from their initial public offering were paused after the proposed brewery suffered from protracted negotiations over resource consenting issues. Moa subsequently boosted production through a contract with another brewery.
Moa Brewing
Moa Brewing is a New Zealand brewery owned by Mallbeca Holdings Limited. It was founded in 2003 in Blenheim by Josh Scott and had an initial public offering in 2012. The company became notorious for its advertising campaigns which pitched the beer as “the domain of aspiring, affluent men”. It did not make a profit in any year since 2012, and was subsequently sold to Mallbeca in 2021. An industry commenter estimated that the sale price would barely cover the Moa Brewery's physical assets, meaning that the new owners valued the Moa brand at "essentially nothing".
Moa Brewing was founded in Blenheim in 2003 by Josh Scott, the son of winemaker Allan Scott. Initially, the company was owned 50-50 by Josh and Allan.
In August or September 2010, two business incubators bought into the company and acquired 70 percent of it between them. This included investment firm The Business Bakery, which had been started by Geoff Ross.
Moa faced criticism shortly after for a promotion that suggested that low-carb beer was only for "queers". This included printing shirts with the slogan "Low Carb Beers" but with a pink Q over the B. Josh Scott, then the director, said that he had no idea the campaign was planned and only learned about it when he saw posts about it on the internet. Moa acknowledged the criticism, but did not take down the Facebook ads, and a year later posted pictures of staff wearing the shirts.
At some point, founder Josh Scott sold the company to Geoff Ross, who floated Moa on the stock exchange and turned it into a publicly listed company. Moa had an initial public offering in 2012, which was over-subscribed; after the IPO Moa was valued at NZ$38 million.
The shareholder prospectus for the IPO led to controversy itself, as it presented a “Mad Men”-like image, with photos of company directors dressed in suits alongside models in white blouses and short skirts, tips on achieving “moments of modern manhood”, ads for 'manly' companies such as Beretta rifles and Aston Martins, and a naked woman on a white horse advertising candles sold by Moa's then-CEO Geoff Ross. The hashtag "#momentsofmanhood" was mocked on social media. Another campaign in 2016 also faced criticism over a proposed advertising campaign, when a shareholder criticised the portrayal of women in a planned video ad.
In a 2018 article for Stuff, journalist Michael Donaldson said, "Moa has always made great beer, there's no question of that... But in the early years, as a public company, Moa resembled the old Peanuts character Pig-Pen, obliviously shrouded in a dust-storm of controversy, thanks to its grossly sexist marketing. That feels like ancient history now, with the brewery, although still blokey, adopting a lower-key approach that's more hunting-fishing-tramping." Kathleen Kuehn, a university media studies lecturer with a focus on the beer industry, found that Moa's general advertising campaigns went very poorly, especially with women. In particular, women in the beer industry that Kuehn interviewed would commonly raise Moa negatively and without prompting.
Initial plans to build their own brewery with the funds from their initial public offering were paused after the proposed brewery suffered from protracted negotiations over resource consenting issues. Moa subsequently boosted production through a contract with another brewery.