Full Breakdown
Co-owner’s Shirt Sparks Backlash and Temporary Closure of Sooke Brewing Company
By Drooid · · How we work
Incident and Immediate Response
On National Day for Truth and Reconciliation, a co-owner of Sooke Brewing Company was photographed wearing a T-shirt that read “show me the evidence.” The image quickly spread on social media, prompting widespread criticism. The brewery announced the following day that the co-owner, identified as John Adair, was terminated effective immediately. In the same statement, the ownership group said the incident was “inappropriate and unacceptable” and that the brewery would close its doors for the time being.
Ownership and Community Reaction
Carl Scott, the owner of Sooke Brewing Company, expressed deep disappointment with the co-worker’s actions and reaffirmed the company’s support for Truth and Reconciliation Day. He emphasized that the shirt’s message does not reflect the values of the staff or ownership and offered a formal apology for the hurt caused, particularly to Indigenous communities. The brewery also said it has reached out to First Nations leadership to listen to concerns and determine appropriate next steps. Separately, Sooke Oceanside Brewery issued a clarification stating it has no ownership or business connection to Sooke Brewing Company.
Impact on Business Operations
The incident triggered calls on social media for a boycott of Sooke Brewing Company. The brewery’s decision to close temporarily reflects both the immediate backlash and an effort to address community concerns. While the long-term financial impact remains unclear, the closure underscores the reputational risk businesses face when actions clash with culturally significant observances.
Context of National Day for Truth and Reconciliation
National Day for Truth and Reconciliation commemorates residential-school survivors and honors children who never returned home. Wearing a shirt that challenges the need for evidence on this day was perceived as dismissive of the day’s purpose, intensifying the community’s response.
Next Steps
Sooke Brewing Company has pledged to listen, learn, and work with Indigenous leaders before deciding when to reopen. The ownership group indicated that any future reopening will be guided by the outcomes of those consultations.