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One of the country's largest breweries is bemused after being labelled "deceitful bastards" by a Government minister.
DB Breweries has been under fire for its Monteiths brand sponsoring a new city version of the West Coast's Wildfoods Festival.
After being a long-term sponsor of the Wildfoods Festival in Hokitika, Monteiths is now backing the Wild Food in the City event to be held a week later in Christchurch, which some West Coasters have called an "ambush".
West Coast-Tasman MP Damien O'Connor, who holds roles as Tourism and Associate Health Minister, yesterday joined in the criticism in stinging fashion.
"This rebrands DB as Deceitful Bastards, a huge disappointment for the thousands of West Coasters who have supported the Monteiths brand," Mr O'Connor said.
"The timing of the Monteiths-sponsored event in Christchurch, and the promotion of it as an alternative to the Hokitika festival, is both deceitful and damaging to the West Coast Monteiths and Wildfoods brands."
DB corporate affairs general manager Mark Campbell rejected the "deceitful bastards" tag.
"DB will seek a meeting with the minister to explore the choice of words he used in ... describing DB Breweries," Mr Campbell said.
"We can understand the minister wanting to seek some publicity for his beloved West Coast."
Mr O'Connor said while DB might have been disappointed it missed out on sponsoring the Wildfoods Festival this year, "this is not the way to show their disappointment".
"It is most certainly not the West Coast way."
Mr Campbell said: "For 13 years, DB was the major sponsor of the Hokitika Wildfoods Festival that helped build it to the status it has today.
"We are sure the bar owner-initiated promotion in Christchurch will not threaten the mighty West Coast in any way."
Wildfoods Festival organiser Mike Keenan and new festival sponsor Paddy Sweeney have vowed to fight the Christchurch event.
But Wild Food in the City organiser Jason Telfer has denied he is doing anything to undermine the West Coast festival.
