A crew enters an unspecified store with a dolly, proceeds to load up all of the store’s Miller beer and then takes it all away.
Perhaps you have seen these commercials, promoting that people ‘live the high life.?
Well, people will not be living the high life at Orion Keg & Wine, as owner Mike Setto continues his boycott of all Miller products this week.
The boycott began earlier this month after Setto saw a poster of scantily-dressed men imitating Jesus? Last Supper, as a promotion for the Folsom Street Fair in San Francisco.
It’s an event that’s sponsored by Miller Brewing Company and their logo appears on the promotional poster in question.
‘This was a nightmare to me,? Setto said. ‘I’ve been in this country since 1970, and I never thought I’d see a picture like that in my life. Not just in America, but in the world.?
Setto is a Chaldean native of Iraq, and said that the issue ‘is not about homosexuality.?
He said he takes offense to the poster because it’s mocking religion, noting that he has friends and customers that are homosexual who also take offense to the poster.
‘My message is leave religion alone, every religion,? Setto said. ‘Stop mocking religion.?
Orion Keg & Wine was the first store to take Miller products off their shelves, but has since been joined by many others across the country.
In addition, Setto said has taken many phone calls from across the country and words of encouragement from some of his own customers. He has also appeared on local and national television and radio programs.
‘I haven’t slept in days,? he noted. ‘We get calls all day long.?
Setto said he first saw the image online at www.catholicleague.org and, after receiving a call a week later from his sister and seeing the image on television, decided to take the situation into his own hands.
He said the result has been a slight hit in his pocketbook, but it’s worth it to send a message.
‘Not everything in life is about money,? he said. ‘I always said if I could do something about it I would.?
Setto said posters, cartoons, commercials and things of that nature have been mocking religious beliefs for years, and this poster took him over the edge.
‘If we don’t hit them in the pockets, these people won’t stop,? he said. ‘Everybody is asking them not to do anymore posters or commercials involving religion.?
Miller has issued a letter of apology, which reads: ‘We have asked the organizers to remove our logo from the poster effective immediately. We regret that our failure to adhere to our own policy led to an inappropriate use of our trademark and apologize.
It goes on to say that Miller is conducting an audit of their procedures to ‘ensure that this does not happen again.?
The letter may be a start, but it’s not even close to what Setto is looking for.
‘Their apology is so cheap,? he said. ‘It’s really sorry.?
‘First, they have to make a public apology,? he added. ‘I am going to boycott until I see a public apology to the whole nation and know that they are going to stop advertising involving religion. Any religion.?
He added that there are many worthy causes in the world that Miller could affiliate their brand with that wouldn’t create such an uproar.
A manager from Powers Distributing, which supplies Miller products for Setto visited the store last week and said that Miller had no idea their logo would be used in such a way.
‘That upset me even more,? Setto said. ‘How could a multi-million dollar company not know??
He said that when customers come in asking to put up a poster for a lost dog, or something along those lines, he always looks at it first.
Powers Distributing issued their own statement, which said that they ‘were offended by the material and have registered (their) complaint to Miller’s Milwaukee Corporate headquarters.?
‘Because of Miller’s strong values, I am certain that they deeply regret this unfortunate mistake,? the letter continued.
Setto said that, just like everybody else, Miller has to ‘pay for their mistake. They have to be responsible for their actions.?
He encourages people to go online, view the image for themselves, and come to their own conclusions.