Boycott Threats Mount After East-Sacramento Brewery Owner Slams Women’s March On Facebook
Twelve Rounds Brewing Co.’s catching heavy flack, as brewery owner Daniel Murphy spoke his mind on social media. His words left Facebook users angry, as they’ve banded together in hopes of a nationwide boycott. Murphy’s political rant has left him fearing for the survival of his family’s business.
The blowback burgeoned on the evening of January 23rd—Twitter ran rampant with gossip. People were tweeting their thoughts on Dan Murphy’s Facebook post: “I am disgusted at all of the people and politicians that supported this anti-Trump event”—re: the DC women’s march and supportive stances that occurred across the country.
Murphy’s brewery being headquartered in the largely Democratic East Sacramento, his comment ignited an instantaneous and epidemic protest with long-time patrons and loyal customers crying out they would never again set foot in the business—let alone throw money at the ale establishment.
“I haven’t been to sleep. It has been a very eventful night,” Murphy said the following Tuesday morning. “I made a mistake in classifying everybody all together in that march on my personal Facebook, which I shouldn’t have done.”
The Murphys (Dan & Elle) own and run the brewery together with a small amount of minority investors including Midtown Sacramento’s Red Rabbit Kitchen & Bar—one of three partners. Murphy claims to have posted this out of sheer frustration for the country being so divided.
However, his post is simply one of many political opinions culminating amid Americans. Murphy’s unfortunate “icing on the cake” has caused several to push for a boycott. Meanwhile, Twelve Rounds is certainly reaching craft-beer-celebrity status—a myriad of awards. They’ve also recently invested in a pricy line of bottles that would increase their sales potential with retailers. But this sudden backlash is not looking good for the Sacramento craft-beer outfit—the social-media comments convey an expedient loss in customer base (minute by minute)!
Self-described regular and Twelve Rounds patron (since its August 2015 opening) Chris Shultz posted this on the brewery’s Facebook page: “As a husband and a father, I can’t in good conscience support a business that ‘is disgusted at all the people who supported this anti-Trump event.’”
One Nick Miller contributed to the Twitter mess by making his own headline for Murphy’s post. Sacramento-local Devin Blankenship responded, “Ah crap, that’s my home brewery”—one of many in the thread.
“Those calls for a boycott—they carry a lot of weight,” Elle Murphy said. “We hope and pray we survive that. We’re going to issue another apology and hope people give us another chance. But if they don’t, we’ll respect that.”
The issue avalanched, as Murphy’s post was accessible to not only friends but “friends of friends”—many beer-community folks were able to view it. Recently, Murphy had to temporarily disengage his page while altering the security settings before re-engaging...
His women’s-march-centric post wasn’t the only comment Murphy made on contemporary matters. He posted other words suggesting Obama being a traitor and Muslim; he compared abortion to murder—as well as comments conveying a strong dislike for Hillary Clinton during the entirety of the presidential campaign.
A lot of these posts are seemingly done out of impulse. Back in August, Murphy used slander to describe a Pakistani citizen, stating the person “just called on my cell phone and tried to tell me he was from Dell and needed my credit card number to fix malware on my PC. What a moron.” Another Murphy post labeled the Islamic faith as “barbaric.”
When asked if he thought his views and opinions might upset and/or offend his customers, Dan said, “I don’t want to cut out any of my customers. I’m ashamed that my political beliefs had offended people. I don’t want to come off as hateful.”
But just like any American exercising their constitutional rights, Murphy didn’t leave it at that. When asked how he would—could—balance his free-speech rights with his business interests, he replied, “Apparently, as a business owner, I don’t get free speech anymore.”
Upon it all going down, Elle went home to be in support of her husband. While she’s not on Facebook (no account), Elle jumped on Twelve Rounds’ FB fan page to stress Dan Murphy is not a woman hater—a slew of doubtful replies rolled in. January 24th, she explained they’d be revising their apology, providing a more detailed explanation on Twelve Rounds Brewery’s Facebook page.
“We need to prove ourselves to our customers,” she said in an interview. “I’m not on social media at all. Words are so one dimensional. We hope people go beyond words and go beyond social media. … His post was really born out of frustration and anger. That’s not an excuse. I mean, who would be stupid enough to say something that would wipe out our business?”
Red Rabbit co-owner Sonny Mayugba has a small stake in Twelve Rounds independent of his restaurant’s licensed corporation—he felt compelled to issue this statement: “The Red Rabbit is not an owner of 12 Rounds Brewery. We had been in on-going talks about a future collaboration in executing their food program, which never happened and is not currently in process. The Red Rabbit is an all-inclusive business and will remain so.”