CUB CEO Danny Celoni steps down amid 'woke' beer ad backlash

The campaign, designed to support national parks by funding land purchases for conservation, backfired. Critics, particularly in the four-wheel-driving and camping communities, saw it as a threat to public access, fearing it would lead to more restrictions on state forests and lock them out of their favourite spots. Social media outrage quickly escalated into calls for a boycott, forcing Great Northern to halt the initiative and rethink its donation strategy.

Social media outrage quickly escalated into calls for a boycott, forcing Great Northern to halt the initiative and rethink its donation strategy.

Now, Celoni has announced he’ll leave CUB in June. Parent company Asahi Beverages insists the timing is purely coincidental, stating his decision was made last year as part of a broader corporate restructure.

Celoni’s exit highlight's a bigger challenge for brands navigating social causes, how to align with purpose-driven marketing without alienating core consumers. The beer industry has long tapped into outdoor lifestyle branding, but this misstep highlights the fine line between corporate social responsibility and consumer backlash.

Asahi has appointed Nigel Parsons, currently CEO of Asahi Lifestyle Beverages, as its incoming chief commercial officer from 1 April.

A spokesperson for Asahi has since told Mediaweek:

"Danny decided to leave the business late last year, following our decision to reorganise Asahi’s Australian and NZ operations, an announcement made yesterday. This was well before the Outdoors for a Cause national parks donation campaign, which we terminated last week.

"Danny will remain with the business until the end of June, ensuring a smooth leadership transition."

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