As Coopers navigates a consumer backlash, East 9th Brewing is busy spruiking one of the labels on its limited edition activist cider range 'The People Vs.' .
‘Shut Up Govt. Of Course It’s A Yes to Gay Marriage’ is one in a series of labels that make strong political statements that reflect the beliefs of brand owners Josh Lefers, Stephen Wools and Benjamin Cairns.
Their label is timely, the three say, in light of the Bible Society's recent video 'debate' on same sex marriage, which beer brand Coopers was linked to through a commemorative packaging collaboration with the organisation.
“Our new slogan 'Shut Up Govt. Of Course It’s A Yes to Gay Marriage’ talks to human rights, the ability for anyone to make their own decisions about who they want to spend the rest of their life with no matter what their gender," East 9th Brewing director, Josh Lefers said.
"It’s ridiculous right wing policies like these that create a terrible energy in the world, and hopefully there’s a lot of people with us on this one.
“We are a national company, so we wanted to talk about damning issues that are affecting Australians. Our new labels do just that,” Lefers said.
Other 'The People Vs.' lables include ‘I’d Swap Pauline For A Refugee’ to protest against the One Nation leader’s controversial refugee policy, and 'WTF Nanny State, Everything I Wanna Do is Illegal’ and ‘Legalise the Green: Hempire Strikes Back’.