Alex Casey explores a gentle form of internet trolling that has emerged in the most surprising of places.
When The Spinoff’s own memberships lead and occasional contributor Ben Fagan was perusing various pub and brewery sites for some potential top secret Spinoff events later in the year, he couldn’t have known he was about to be trolled to high heaven. But on the Garage Project site, after absent-mindedly clicking “no I’m under 18” on the age-restriction pop-up, he soon found himself sent to Toyworld New Zealand (20% off Pillow Pets, 20% off Play-Doh).
“I felt disrespected,” he told me in the aftermath of the redirect. “That site is so yellow.”
Garage Project is far from the only booze brand having a bit of fun online. Liquorland will send clamouring minors to the music video for Dragon’s ‘Are You Old Enough’, where the top comment (697 likes) reads “is anyone else here from the liquorland website?” In the replies: “I work for Liquorland… We are glad you people find it as funny as we did.” Behemoth Brewing Company also takes a musical stand in the form of this metal cover of ‘Baby Shark’.
Keep clicking “no, I’m under 18”, and the trolling only gets stronger. “Sorry kiddo, we can’t let you in, come back when you’ve aged a bit,” gently chastises The Good Wine Company, before sending you through to Suzy Cato’s official website. In keeping with the children’s television theme, local craft beer directory Beer Hug reroutes under-18s to the home of The Wiggles, whereas Brave Brewing in Hastings heads straight for Peppa Pig’s online hub.
Other brands provide tasty non-alcoholic alternatives for young, thirsty enthusiasts. Beer Jerk offers up a BBC Good Food recipe for watermelon lemonade, and Double Vision Brewing asks “hold up, are you of age mate?” before ticking over to Pak‘nSave’s juice and smoothie range (budget conscious!). Mythica Brewing even gives a hat tip to another local (sort of) beverage brand, sending minors to the official V website for the chance to unlock a 15% discount.
And while the majority of liquor sites will redirect under-18s to Health New Zealand’s alcohol homepage or simply to Google, there are a couple of rogue traders who don’t opt for stern health information, nor lighthearted ribbing, but a choose-your-own adventure. Tokyo Liquor sends you to Japan Mart to explore a world where 30 vitamin C face masks cost just $7.50. Alpa Domus brewery? They’ll boot you straight to the New Zealand Herald.
Even if they are having a bit of a laugh, all these brands appear to be doing the right thing. To paraphrase both the Sale and Supply of Alcohol Act 2012 and the Alcohol Advertising and Promotion Code 2021, hawking and promoting booze must be restricted to adults only, AKA people over the age of 18. In an online environment, this means creating a “barrier of entry” to minors which could include age-gated access or an age verification process upon entry.
What is less clear are the expectations around where minors are expected to be sent after trying to access an alcohol-related site. Hilary Souter, chief executive of the Advertising Standards Authority, says the primary purpose of the code is about alerting people to, and restricting, the R18 environment. “The focus of the rule is to remind people that the content of the site that they’re trying to enter is for adults, and providing that barrier to entry,” she says.
As for where those who get bounced should wash up, Souter says there are no hard and fast rules under the current code. “Some brands have chosen a Health NZ pathway and some have taken it on a different tangent, but there is no specific requirement for what should happen.” Is there any harm in sending people to, say, Toyworld from a booze site? “There are some things on the Toyworld site that could certainly be challenging for some people,” laughs Souter.
Even if it is coming from the not-so-wholesome world of alcohol, it’s kind of heartening to see that some of our lame early internet humour is being introduced to a new generation in 2026. To navigate the internet now is to be exposed to an endless stream of horror and confusion, conspiracy and rage, whereas this gentle trolling feels much closer to the harmlessness of Rick Rolling, or that car ad with the scary lady jumpscare, or someone elfing themselves for Christmas.
Know your history, kids, and you enjoy that homemade watermelon lemonade for now.
