Viral promotion linking Quran memorization with alcoholic drinks sparks backlash and company apology.
Indonesian alcoholic beverage brand Newport has issued a public apology after a promotional activity went viral for allegedly challenging visitors to recite Quranic verses in exchange for alcoholic drinks, triggering widespread criticism over the inappropriate combination of religious practices and alcohol marketing.
Viral Booth Activity Sparks Backlash
The controversy emerged after footage circulated on social media showing an activity at a Newport promotional booth in which a visitor was challenged to recite or memorize passages from the Quran. The challenge became controversial because it was associated with an alcoholic beverage promotion, prompting criticism from social media users who considered the concept disrespectful toward Islamic religious values.
Newport Issues Public Apology
Following the backlash, Newport apologized for the incident and acknowledged concerns surrounding the promotional activity. The company said it respected religious values and expressed regret over content that had caused discomfort and offense among members of the public.
Company Provides Clarification
Newport also sought to clarify how the incident occurred, responding to perceptions that Quran recitation had deliberately been designed as a requirement for obtaining alcoholic beverages. The controversy nevertheless intensified as videos and discussions about the promotion spread widely online.
Religious Sensitivity Takes Center Stage
The incident has generated broader discussion about the responsibility of brands and event organizers when developing promotional campaigns in Indonesia, where religious sensitivities can carry significant social consequences. Combining religious practices or symbols with alcohol marketing can be particularly contentious in the world’s largest Muslim-majority country.
Marketing Campaign Faces Greater Scrutiny
The backlash demonstrates how quickly an offline promotional activity can become a national reputational issue once footage reaches social media. The case also underscores the need for companies to establish stronger review procedures for event concepts, particularly campaigns involving religion, culture, or other sensitive subjects.
The Newport controversy illustrates the importance of cultural and religious awareness in commercial promotions, particularly in Indonesia’s diverse society. For Indonesians, the incident has renewed debate about appropriate boundaries between marketing and religious practices. For Singaporeans, where companies similarly operate within a multireligious society, the case provides a regional reminder that culturally sensitive marketing requires careful planning, oversight, and accountability.
Sources: Batampos (2026) , CNN Indonesia (2026)
Keywords: Newport Indonesia, Quran Recitation, Alcohol Promotion, Viral Video, Brand Apology, Religious Sensitivity
