Hops Flop

 A Canadian brewery has apologized for unwittingly naming one of its beers after a Maori word that is commonly used to mean pubic hair.

Hell's Basement Brewery said it released its Huruhuru pale ale in New Zealand two years ago, thinking it meant "feather".  The brewery used the Maori term they believed meant "feather" to reflect its light citrus taste for a summer brew.   Former Maori TV personality Te Hamua Nikora recently posted a Facebook video to explain "huruhuru" was more commonly used in Te Reo Maori to refer to pubic hair, and said it would have been prudent and respectful to have consulted an expert on the language.

The brewery's founder said the product would now be re-branded.

"We acknowledge that we did not consider the commonplace use of the term huruhuru as a reference to pubic hair, and that consultation with a Maori representative would have been a better reference than online dictionaries," Mike Patriquin told Canadian network CBC.