Raised 16 million, the shares went up 5 cents (from $1.25) on the first…

Definitely. When marketing beer shares to martini cum wine drinkers, the highfalutists’ ignorance of the beer consumers’ values was a distinct advantage. Pitting the customer base against the both the company and prospective shareholders has a…

BusinessDay’s Tim Hunter appears to have his doubts from a financial viewpoint. And he didn’t even get to the marketing inanity.

Which 42 Below did so well with their online viral clips. Maybe Mr Ross has lost his mojo?

It is almost certain that Moa paid a rather large amount of money for this prospectus. The level of fail delivered…

https://www.youtube.com/watch?v=yxu0dM89Vm8

I am puzzled that Moa is opting for such a strong brand-image, when they could simply advertise that they make nice beer. Branding is important for products that have no major tangible points of difference.…

Nah, I think watching this is a more agreeable use of my time. FFS, this guy can shoot a n ad campaign for…

Tui's advertising campaign is... well it is what it is. No doubt it works…

Oh, well, they haven't seen my money since last year, so at least I won't be another customer fuzzying up the issue of lady parts + liking to drink decent beer.

See, I’m way less annoyed by the Tui stuff than by Moa’s dumb branding.…

Kicking off by making unflattering generalisations about the rest of the community doesn't usually work out too well, no.

Evidently not, or at least not with a shred of insight. I mean, Darth Vader is an iconic character with unforgettable style, but it wouldn't be a good idea to base a marketing strategy on his values.

Again, Fosters is held up by the Moa crew as something to aspire to, instead of as a cautionary tale.

Or a hitherto unsuspected lesbian/bi niche in the scented candle market. Or something. Damn, I've passed through "what were you thinking" to "are you…

Did you see how Ecoya was advertised within this prospectus?

Nah, I'm actually upset that it does so in such a fucked-up, demeaning and really bizarre kind of way. I have a cock, and used to drink quite a lot. Not…

yes, perhaps Mr Ross is overcompensating for his other investment

What does that mean? "Premium" beers are those like Becks, Heineken, Stella Artois. Generic light lagers, indistinguishable in any kind of blind taste test, sold on image, brand loyalty, success-association,…

For a start, the answer to that question was apparently "No you can't." Unless that word "respectfully" doesn't mean what you think it means.

For goodness sake, this is sounding like a bunch of…

I'm sorry if you we're offended, but you've spent two pages telling us why you just can't get worked up over the…

What, all of a sudden it's the height of rudeness to point out that men are affected differently by sexism and may not be as well attuned to…

Sad for the fact Moa has been a decent beer, it's not garbage like Fosters. And sad for Alan Scott who's been an iconic Marlborough wine maker from the beginning and now he's tied into this ridiculous bollocks. For me this is pissing on his heritage but…

No, that's not it. Every person that encounters that campaign is going to be a little bit affected by bit, be it annoyed or excluded or impressed. It might be just…

And that's where I clock off. I'm trying to have a polite discussion and I don't think that's fair. Enjoy the rest of the discussion with out me

Actually I don't like that advert either, though it certainly has more humour to it. Demeaning one gender to sell stuff to the other is pathetic and lazy.

1) what Emma…

FFS, if you don't like it, don't drink it and don't buy the shares. For goodness sake, this is sounding like a bunch of teenagers…

Also the copy is a bit over the top I agree.
I guess I'm having trouble…

Here's some.

You don't think "our aspiring drinkers – those in the super-premium end of modern manhood" is alienating to women? Because…

@emma I think one photo does alienate women and its a pity it's there because I think you can make the case that…

People say it's decent beer, I wouldn't know. There's more decent beer than I can try these days, why would I spend money on beer that proudly presents itself as by…

There's a difference between not pursuing a market, and actively alienating that market.

*with the exception of Tui, of course. But I'm talking…

I think so too.

I like high end machinery and well cut clothes. But I haven't bought Moa since they first latched on to…

This is precisely it. This site would very probably have had a promotional relationship with Moa some time ago,…

I don't know, but where does…

One photo aside though I really don't get the rage it's a rat pack gag thats been down countless times

Maybe because I don't have any expectations…

Moments of manhood, indeed! Moments of being an asshole. How aspirational.

But in New Zealand that's a tiny percentage of the population. I think what Moa are really aiming for are people who dream of driving an Aston Martin and wearing bespoke suits but can't…

A man in a sharp suit holding his own ashtray and with an open, engaging…

Not in my name, you sad pricks.

Oh, you mean the show where all the “moments of manhood” tend to involve drunkenly peering through a bank of cigarette smoke into the existential voice of fear, self-loathing, loneliness, and impotent failure that is you…

I’m not offended by the style of the prospectus, I just think it’s…

First the ash tray image. fucking dumb i never saw Frank Sinatra do this and it just doesn't work.

With that to one side the whole mad men/ rat pack thing. its a pretty popular image going around. As you said men look good…

To me this reads as either "men with surgically-enhanced penises" or "expensive gigolos". Perhaps both.

But they've been lurching near the 'what a pack of dicks' line for so very very long. But now they're confirming…

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Whenever I see the phrase "political correctness", I always mentally replace it with…