Hell's Basement, a brewery in Canada, has issued an apology after learning the true meaning behind the name of one of their beers.
The brewery recently launched a pale ale called Huruhuru, which they believed meant 'feather', as they wanted to show their beer was 'light as a feather'
But it turns out, in Māori the word has multiple meanings and is also commonly known to mean 'pubic hair'.
And they're not the only ones who accidentally made this mistake, a leather store in New Zealand also features 'huruhuru' branding.
This blunder has been called out by TV personality Te Hamua Nikora, who is Māori.
In a video shared to his Facebook page, he said: "Some people call it appreciation, I call it appropriation.
"It's that entitlement disease they've got. Stop it. Use your own language."
The video went viral, being watched over 169,000 times.
Thousands of people also commented on the post, with many finding the company's error amusing.
One person said: "This is fricken gold. I'm not even Maori and I know what it means."
Another wrote: "I can't even."
Others branded the man a "legend" for making the video.
Following the controversy, the brewery's co-founder Mike Patriquin has said the company will be re-branding the drink.
Speaking to CBC, he said: "We acknowledge that we did not consider the commonplace use of the term huruhuru... and that consultation with a Māori representative would have been a better reference than online dictionaries.
"We wish to make especially clear that it was not our intent to infringe upon, appropriate or offend the Māori culture or people in any way; to those who feel disrespected, we apologise.
"We also do not think pubic hair is shameful, though we admit it may not go well with beer."
Ercan Karakoch, the owner of the leather store has since claimed that when he chose the name for his business, he sought approval through the Intellectual Property Office (IPONZ) of a Māori advisory committee.
Despite taking down the shop's Facebook page following a number of 'humiliating' and 'insulting' comments, he insists no offence was meant by using the word and he won't be changing the name.
"We trusted the Māori officials and IPONZ. We have done everything legally. This is not a banana republic. There are rules and we followed the rules," he explained.
"Nobody wants to invest money into a business to get harassed and insulted."
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