Rooted in the Samoan concept of uso, four founders created a beer brand called Uso Beer, to promote connection, responsible drinking and solidarity.
Uso in Samoan means ‘brother’ when used from male to male, or ‘sister’ when a female refers to another female. For CEO and co-founder Love Ioane, uso goes beyond just a term of kinship.
“Uso goes deeper where, you know, I have your back, you have mine,” he says.
“When we’re going through tough times or I’m going through a good time, it’s always your usos that are there to support you.”
Alongside Love, the other ‘usos’ behind the brand are Fuimaono Jack Siō, Saion Angi and Guneet Singh.
Proudly made in Aotearoa, the Pacific-inspired beer is taking a different approach to how their product is marketed. Rather than targeting nightlife, Uso Beer is partnered with selected restaurants and venues that offer food and a space to talanoa.
“If it’s just a drinking, like get pissed kind of venue, then no. If it’s one where, [it’s] about food, about people coming in to enjoy, you know conversation and enjoy socialising then yes,” Love says.
“We wanted to bring something new, something fresh, a new message for our people.”
Emblazoned across their labels is this simple message that captures the ethos behind Uso Beer: ‘#DRINKSMART’. This is a significant commitment that Love says they must uphold in the alcohol beverage business.
“The main thing that we must do as, you know, beer company owners or alcohol company, is keep pushing the awareness which we are currently doing.”
In Aotearoa, recent data shows that although Pacific people are less likely to drink alcohol, 36% of those who do drink are hazardous drinkers. This is double the percentage of hazardous drinkers among non-Māori and non-Pacific people.
For Uso Beer, this data reinforces a shift in conversations around drinking behaviours within Pacific communities – a talanoa they believe they can lead.
“I know it’s a long way to get there because a lot of alcohol brands have tried in the past, and they’ve done a good job,” Love says.
“But this percentage that you’ve just stated, it relates more to our demographic. That’s why I feel it’s a strong responsibility of ours to come out and promote that difference, that change in the mindset, that change in the message because only we can change us.”
“A lot of people may disagree with what I’m saying but from a Samoan culture, from my own community, [drinking] is something that’ll always be there.”
And it’s that drinking culture that customer and former Blues player Orene Aii believes is a collective responsibility.
“I think just having the ability to know within yourself but also having your peers and the people that you’re drinking with to let you know when it is time to stop and that you’ve had enough,” Orene says.
“I think as a collective, if we can help each other and I guess overseeing or monitoring the kind of drinking that we’re doing, I think that will go a long way to eliminating people drink-driving and the violence that comes with it.”
And beyond liquor, Uso Beer is also about pouring into the community through their campaigns.
“This is the people’s beer so we wanna really drive that hard and let everyone know that they can be a part of this as well,” Saion says.
“We’ll be crowdfunding on Pledgeme soon to allow our people to come in and own a piece of Uso Beer.”
And as the company continues to grow, Uso Beer hopes to be a part of a wider shift towards a more conscious drinking culture, where you can enjoy a beer without drinking excessively.
“People are becoming more aware of their drinking habits and they’re moving towards non-alcoholic, low alcoholic beverages,” Love says.
“It’s more about drinking responsibly now and that’s where I think we’re gonna be heading in the near future.”
