Sooke Brewing Company has officially parted ways with co-owner and head brewer John Adair following a controversial incident at the brewery where he was spotted wearing a T-shirt with a contentious message on the National Day for Truth and Reconciliation.
The image of Adair in the provocative shirt swiftly circulated on social media, sparking a wave of criticism and backlash from online users. Outraged individuals took to platforms like Threads and Reddit to express their disappointment, some even urging others to flood the brewery’s Google Reviews with negative ratings. Consequently, the brewery faced a surge of one-star reviews accompanied by scathing remarks referencing the offensive attire worn by Adair on a day of significance to survivors.
The T-shirt incident occurred on the National Day for Truth and Reconciliation, which serves as a day of remembrance for the victims of the residential school system in Canada and their families.
While Sooke Brewing Company issued apologies on behalf of the ownership group, Adair remained silent on the meaning behind his choice of clothing. The company denounced the message on the shirt as not aligned with their values and expressed remorse for any harm caused, particularly within the Indigenous community.
Following the initial apology, the brewery later disclosed Adair’s termination, emphasizing that his actions did not mirror the company’s ethos. They emphasized their commitment to the community by reaching out to local First Nations leaders for guidance and support.
In a subsequent statement, Sooke Brewing Company announced the closure of the brewery temporarily and canceled all planned events. The company expressed gratitude to its supporters while acknowledging the impact of the recent events on their partnership structure.
