Carlton & United Breweries Danny Celoni steps down as chief executive officer

A week after one of Australia’s largest brewers left customers outraged over a “woke” promotional campaign, its chief executive has announced he’s stepping down.

The chief executive of one of Australia’s largest brewers is leaving the business in the wake of public backlash over a promotional campaign deemed “woke” by customers.

Carlton & United Breweries confirmed that Danny Celoni would step down from his business division chief executive role that he’d held since 2022.

The decision comes almost a week after the company, which is owned by Asahi Beverages, faced ridicule online from customers after a Great Northern beer campaign fell flat.

The Outdoors for a Cause campaign aimed to raise money to buy and protect land to add to national parks in support of the non-profit organisation Foundation for National Parks and Wildlife.

Great Northern Beer faced backlash after its latest ad campaign. Picture: Supplied.

The campaign caused many camping groups and outdoor enthusiasts to turn on the beer many drink when out on adventures.

Facebook group 4wd TV claimed the money raised could be used to turn state parks into national parks.

“In an absolutely disgraceful move, Great Northern Brewing Co. has gone woke with a campaign to help get us locked out of forests!” 4wd TV posted to Facebook.

“Let’s save our State Forests! No more National Parks.”

It’s understood the campaign was intended to help transform private land into national parks, not state park land.

National parks are protected by stricter rules on how the land can be used than state parks, where camping, water sports and other outdoor activities are more encouraged.

Asahi Group chief executive Amanda Sellers said Mr Celoni’s decision to leave the business was a “great disappointment” for the company.

“Danny has played an important role over the past few months in the discussions that have resulted in our new structure,” Ms Sellers said.

“Danny is an incredibly respected CEO and industry leader, so we understand Danny’s decision to pursue new opportunities at the CEO level.

“He will leave the business at the end of June, but until then he will continue to play an important role in ensuring the transition process runs smoothly.

“Danny has made an exceptional contribution to our business and will leave a lasting legacy.”

Carlton & United Breweries’ chief executive Danny Celoni is stepping down.

Under Mr Celoni’s leadership, CUB won the Australian Drinks Awards Supplier of the Year two years in a row.

An Asahi spokesman said Mr Celoni told the company of his plans to leave the role late last year.

“Danny decided to leave the business late last year following our decision to reorganise Asahi’s Australian and NZ business,” he said.

“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.

“Danny will continue with the business until the end of June, playing an important role in ensuring the transition process runs smoothly.

“As you can appreciate, a significant business reorganisation across two countries, and involving many people, requires several months of careful planning before it is announced.”

Nigel Parsons has been selected as the company’s new chief commercial officer and will start the role on April 1.

Mr Parsons will lead the Group’s commercial and sales functions across Australia and New Zealand, covering alcohol and non-alcohol.

He has been the chief executive of the Asahi Lifestyle Beverages business division since joining the business in March 2021.

Following the public backlash, Great Northern head of marketing Zac Gelman confirmed the campaign was “paused”.

“Great Northern’s Outdoors for a Cause campaign was yesterday paused following feedback from our passionate drinkers,” Mr Gelman said.

“Our donation to the Foundation for National Parks & Wildlife will now not be used to buy land to add to national parks.

“Our donation will instead be used for the preservation of endangered species.

“Whether it’s hiking, fishing, 4-wheel driving or just relaxing, Great Northern drinkers use and preserve their precious spots in the great outdoors and we support them.”

Originally published as Carlton & United Breweries Danny Celoni steps down as chief executive officer