Colonial Brewing sparks backlash after changing its name to CBCo following anti-racism campaign

An Australian brewery’s decision to change its name after a years-long racism row has divided customers and commentators.

An independent Australian brewery’s decision to change its name after a years-long racism row has divided customers and commentators.

CBCo Brewing, formerly Colonial Brewing, announced it was changing its name on Tuesday after years of activists’ claims it “glorifies and glamorises the colonial process”.

On Tuesday, CBCo Brewing managing director Lawrence Dowd announced the decision.

“We’re rebranding after extensive consultation with all of our key stakeholders, our customers and our employees,” he said.

“We’ve decided that we’re going to transition to the new name CBCo Brewing.

“We look forward to celebrating our new name CBCo Brewing.”

The Colonial Brewing Co original cans, the popular brewery has now changed its name to CBCo Brewing. Picture: Chris Eastman

An Indigenous heritage and culture organisation in the WA’s South west region, where CBCo Brewing was initially established, told the ABCa “modern Noongar name” would have been a more appropriate change.

“If (CBCo) want to be politically correct, that’s their choice and as a company they need to protect their brand and perceptions of consumers,” Len Collard, the director of Moodjar Consultancy said.

“If they had rung myself or others we could have come with a modern, Noongar, culturally appropriate name for their beer,” he said.

“We might have called it Waalitj beer – the eagle beer, so then we Australianise the landscape.”

There were thousands keen to give their two cents worth on the decision after news broke.

Some thought the name change only represented a minor shift from the original.

Managing director of Colonial Brewing Co Lawrence Dowd said the company’s name had been weighing on his mind for some time. Picture: Aaron Francis/The Australian

“CBCo = colonial brewing company – lol same, same,” one craft beer fan tweeted.

“CBCo still means colonial brewing company though yeah? … lol well played,” wrote another.

“Colonial brewing rebrand just reminds me of when Kentucky Fried Chicken rebranded to KFC. What does the CB stand for in CBCo hey?” asked another person on Twitter.

Plenty went on the offensive, blasting the brewery for becoming the latest victim of “cancel culture”.

“Their complicity with the cancel culture sooks (that don’t drink their beer) has lost them my business,” one person said online.

CBCo Brewery’s decision to change its name from Colonial Brewing has sparked fierce debate online. Picture: Chris Eastman

“Such a shame, I love their IPA, but as they caved to the Woke Movement, I shall no longer be purchasing,” another said.

“Unfortunately, like everything these days, they are rewriting the past to suit the narrative of and to appease a small minority of whingers.

But others agreed it was the right move.

“In this modern age, companies have to be flexible with their marketing strategy. This company recognised a branding problem and changed quickly,” one person tweeted.

“Long overdue but welcome decision by the company,” another wrote.

Tuesday’s decision came over two years after the brewery was thrown into the spotlight by anti-racism activists.

Boutique liquor chain Blackhearts & Sparrows is yet to comment on whether CBCo Brewing will be returning to their stores. Picture: Alison Wynd

Boutique liquor chain Blackhearts & Sparrows in 2020 pulled the CBCo Brewing’s beverages from its shelves after a lengthy campaign from Melbourne journalist Shaad D’Souza, who said the “stupid and degrading” name “glorifies and glamorises the colonial process that destroyed cultures and countries across the globe”.

Blackhearts & Sparrows, which has 13 stores in Victoria and Tasmania, has been asked if it will restock CBCo Brewing drinks after the rebrand.

Mr Lawrence told craft beer publication ‘The Crafty Pint’ the name change had been a long time coming.

Red Skins were renamed Red Ripper and Chicos became Cheekies in 2020. Picture: Supplied via NCA NewsWire

“We feel very confident that it’s the right move and right evolution of the business,” he said.

“It had been – I shouldn’t use this word because it sounds ridiculous – brewing for a while anyway before it was brought out in the media.”

The move has since been likened to recent rebrands such as ‘Cheers’ cheese from its original name ‘Coon’ in 2021 and Nestle’s 2020 decision to rename ‘Redskins’ and ‘Chicos’ to ‘Red Ripper’ and ‘Cheekies’.

CBCo has been contacted for further comment.