A Canadian brewery has been forced to issue a public apology after they made a stuff-up in translation, and named their beer “Pubic Hair” in Maori.

Hell’s Basement Brewery in Alberta said they believed the word Huruhuru meant “feather”, and were only alerted to the mistake when a Maori TV personality pointed it out.

The brewery’s founder said they now plan to re-brand the popular Pale Ale.