Selection of the Village of Newcastle in Clarington from among all Canadian cities by American brewer Busch to launch its latest beverage on Saturday has given rise to questions.
Newcastle is being touted as the self-proclaimed Apple Capital of Canada, and is rebranding as the ‘Bapple Capital of Canada during’ this exclusive launch period.
This is where the controversy begins. Some residents allege that the Municipality of Clarington, represented by its Mayor Adrian Foster, is supporting the promotion of alcohol going by his post and by the banners (top image) put up for the event.
They point to a section of the municipality’s Corporate Policy, which, in part, states:
“The municipality will not consider naming rights, sponsorships or advertising proposals from the following:
i. Proposal that promotes alcohol, cannabis, or other addictive substances”.
It was also pointed out that the promotion of an American brand is unfair to the many brewers in Clarington and across Durham.
Mayor’s Response
In response, Mayor Foster, told Durham Post: “While this is not a municipal initiative, it’s great that we’ll be welcoming people from all over the GTA to Newcastle for this popular product release. The Village of Newcastle BIA is hosting the Spring Apple Pop-Up to welcome the visitors and introduce them to the ‘Apple Capital of Canada’. We’ve collaborated with the BIA to help spread the word and support local businesses and our agricultural sector.”
Sharon Grant-Young, a resident, said: “While I take no particular issue with the promotion of alcohol and am happy to see that this product is made in Canada, at least, as with most local controversies, my main concerns go back to policy and transparency.”
Issue of Transparency
She said residents are seeing a coordinated commercial presence — banners and branding across public-facing spaces — without any explanation of why or how it was approved. That raises questions, like who authorized it, under what policy, and whether there was any formal agreement or compensation involved.
“If municipal space is being used, even indirectly, for a private marketing campaign, there should be clear and accessible information about the decision-making process. It would be much easier for residents to understand and appreciate the advertising all over their town if the purpose was a little more clear. Currently, it feels like our leadership is allowing us simply to be used,” Sharon added.
A statement on behalf of Busch said during the launch event on Saturday, April 18, there will be:
The Street Festival: A street festival in downtown Newcastle (11:30 am – 3:30 pm) featuring local makers, vendors, and the only first-in-Canada tastings.
Hyper-Local Access: The LCBO at 91 King Ave W will be the only place in the country to get the product before the national rollout and will host samplings on Saturday.
The Interview: Clarington Mayor Adrian Foster and Busch spokespeople will be on-site at 11:30 am to discuss why Newcastle was picked for the launch.
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