Chief Executive Danny Celoni resigns from Carlton & United Breweries as Great Northern beer campaign stirs controversy.

In Short

Danny Celoni, CEO of Carlton & United Breweries, is resigning as controversy builds about a promotional campaign for Great Northern beer aimed at supporting environmental causes. The campaign faced criticism for perceived restrictions on access to forests, leading to online ridicule and a negative reception from outdoor enthusiasts. Asahi denies that Celoni resigned because of the controversy.

The campaign aimed to raise funds to support environmental causes by purchasing land for national parks, in collaboration with the Foundation for National Parks and Wildlife.

However, it was met with disapproval from camping groups and outdoor enthusiasts, leading to online ridicule of the brand.

A Facebook group, 4wd TV, accused Great Northern Brewing Co. of promoting a “woke” agenda that could restrict access to forests.

The campaign was misinterpreted, as it was intended to convert private land into national parks rather than state parks, which have fewer restrictions on outdoor activities.

Amanda Sellers, CEO of Asahi Group, expressed disappointment at Mr Celoni’s decision to leave, recognising his contributions to the company.

An Asahi spokesperson told Ticker News that Danny decided to leave the business late last year, following our decision to reorganise Asahi’s Australian and NZ business – which was announced by media release this week.

“This was well before the Outdoors for a Cause national parks donation campaign which we terminated last week. Danny is not leaving because of Great Northern’s abandoned Outdoors for a Cause campaign,” the spokesperson said.