A Malaysian craft beer named Santubong was pulled from sale after public backlash exposed its producer for exploiting a cherished Sarawak cultural symbol for commercial gain. The case has become an example of how community action can stop unethical and harmful alcohol marketing.
The beer was distributed by Zebrew Sdn. Bhd., a Kuching-based alcohol beverage company, and brewed and bottled in Sibu. Its name referenced Mount Santubong – one of Sarawak’s most recognisable landmarks, celebrated in local folklore and music. Critics argued that using the name to sell beer commercialised an important cultural icon and disrespected Sarawak’s heritage.
The controversy quickly gained attention after the product appeared in stores and on social media. Community leaders, cultural advocates, and the local Member of Parliament for the Santubong constituency publicly objected, saying the name’s use was inappropriate.
Within days, the company announced it would discontinue the brand and remove the beer from sale. “Following the overwhelming response and attention around the name ‘Santubong’, the brand will no longer be used going forward,” Zebrew said in a short statement.
City officials praised the decision as showing respect for local culture and values. The episode demonstrates how community action can hold alcohol producers accountable when marketing practices exploit cultural symbols.
The Santubong case also illustrates a broader issue: how alcohol marketing increasingly exploits local culture to build emotional appeal and social legitimacy. The public backlash in Sarawak underscores how communities can and do push back when cultural heritage is turned into a marketing tool for alcohol.
Photo by Samuel Bo / Unsplash