{"id":23045,"date":"2020-09-03T05:33:46","date_gmt":"2020-09-03T05:33:46","guid":{"rendered":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/uncategorized\/2020\/09\/03\/emotions-run-high-over-new-code-talkers-beer-can\/"},"modified":"2026-08-08T20:57:17","modified_gmt":"2026-08-08T20:57:17","slug":"emotions-run-high-over-new-code-talkers-beer-can","status":"publish","type":"post","link":"https:\/\/one.sightlinemg.com\/marinecorpstimes\/news\/your-marine-corps\/2020\/09\/03\/emotions-run-high-over-new-code-talkers-beer-can\/","title":{"rendered":"Emotions run high over new Code Talkers beer can"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">In honor of National Navajo Code Talkers Day, a Washington, D.C., craft brewery recently rereleased its Code Talker American Pale Ale \u2014 this time in a can \u2014 drawing some rave reviews but also backlash.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The beer was formulated and brewed by LT Goodluck in honor of his late grandfather and Navajo Code Talker John V. Goodluck. The Hellbender Brewing Company announced the ale\u2019s third annual release in August, debuting a bright red can featuring John V. Goodluck\u2019s image.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some social media commenters commended the company for bringing awareness to the Navajo Code Talkers, saying Goodluck has the right to honor his grandfather any way he sees fit.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThis can release and design was done out of a good place in my heart, without any malice,\u201d LT Goodluck said. \u201cI just wanted to make sure that people who may have never heard of the code talkers or my grandfather know about the importance of Navajo Code Talkers Day through this brew and a tasteful label.\u201d<\/p>\n\n\n\t<aside class=\"smg-interstitial-link wp-block-smg-interstitial-link\">\n\t\t<a href=\"https:\/\/one.sightlinemg.com\/marinecorpstimes\/news\/your-marine-corps\/2020\/08\/18\/navajo-code-talkers-honored-in-virtual-ceremony\/\" class=\"smg-interstitial-link__inner\">\n\t\t\t\t\t\t\t<div class=\"smg-interstitial-link__media\">\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/101110-F-7195M-173.jpeg.png?w=300\" class=\"smg-interstitial-link__image wp-post-image\" alt=\"\" \/>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"smg-interstitial-link__content\">\n\t\t\t\t<span class=\"smg-interstitial-link__kicker\">Related<\/span>\n\t\t\t\t<h3 class=\"smg-interstitial-link__title\">Navajo Code Talkers honored in virtual ceremony<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"smg-interstitial-link__excerpt\">Code Talkers Day is celebrated annually on Aug. 14, the date of the Japanese surrender marking the end of the war.<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/a>\n\t<\/aside>\n\t\n\n\n<p class=\"wp-block-paragraph\">John V. Goodluck was from the town of Lukachukai, Arizona, on the Navajo Nation, and reached the rank of private first class. He served in the third division of the Marine Corps as a Navajo Code Talker. Code talkers were military men from various Native nations who used their languages to secretly communicate information during World War II.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some have commented that the product\u2019s name makes it representative of all code talkers, not just the Navajo, and is tone-deaf because it creates another Native mascot.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cLiving in Washington, D.C., my wife and I are obviously cognizant of Native mascots. It was not my intention to prompt Navajo Code Talkers awareness with that negativity,\u201d Goodluck said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Others took issue with the use of a code talker to promote an alcoholic beverage. For instance, one Facebook commenter who said his grandfather was a code talker noted alcohol has destroyed many Native veterans\u2019 lives, and called the use of a Code Talker\u2019s image \u201ccompletely sickening.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Goodluck said he disagrees with those who say the product is tacky because alcohol has ravaged Native communities.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt\u2019s unfortunately a stereotype created by settlers and colonial ideas; however, I don\u2019t feel our people should be defined by the stereotype. It was not my intent to hurt anyone, and I apologize to any ancestors of Navajo Code Talkers that felt that way,\u201d he said.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"2000\" height=\"1125\" src=\"\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg\" alt=\"This Nov. 8, 2019, photo shows LT Goodluck holding a book with a photo of his grandfather, John V. Goodluck, first row, third from left holding a machine gun, with other Navajo Code Talkers at the Navajo Museum in Window Rock, Ariz.\" class=\"wp-image-49879\" srcset=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg 2000w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg?resize=300,169 300w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg?resize=768,432 768w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg?resize=1024,576 1024w, https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP20243075035749.jpg.jpg?resize=1536,864 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\" \/><figcaption class=\"wp-element-caption\">This Nov. 8, 2019, photo shows LT Goodluck holding a book with a photo of his grandfather, John V. Goodluck, first row, third from left holding a machine gun, with other Navajo Code Talkers at the Navajo Museum in Window Rock, Ariz. (LT Goodluck via AP)<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Maryanne and Joanne Goodluck, daughters of John V. Goodluck, and his granddaughter Lynette said the controversy has reached their family, with distant relatives upset about the beer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cOur family is going to purchase one can and not open it, to keep it and honor my dad,\u201d Maryanne Goodluck said. \u201c(Navajo Code Talkers Day) is a holy day for us descendants.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Observed on Aug. 14, National Navajo Code Talkers Day recognizes Navajos and other Native Americans who served as code talkers. It\u2019s also a Navajo Nation holiday.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Despite harassment on social media, the Goodlucks said they support the brew and are very proud in the way it honors their family.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cPeople are bashing us and saying we\u2019re teaching our family and my grandkids to drink alcohol. I\u2019m teaching my grandkids the Navajo language, culture and prayers. Not to drink,\u201d Joanne Goodluck said.<\/p>\n\n\n\t<aside class=\"smg-interstitial-link wp-block-smg-interstitial-link\">\n\t\t<a href=\"https:\/\/one.sightlinemg.com\/militarytimes\/news\/your-military\/2019\/03\/27\/tlingit-code-talkers-feted-in-alaska-for-world-war-ii-role\/\" class=\"smg-interstitial-link__inner\">\n\t\t\t\t\t\t\t<div class=\"smg-interstitial-link__media\">\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/AP19085644638021.jpg.jpg?w=300\" class=\"smg-interstitial-link__image wp-post-image\" alt=\"\" \/>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"smg-interstitial-link__content\">\n\t\t\t\t<span class=\"smg-interstitial-link__kicker\">Related<\/span>\n\t\t\t\t<h3 class=\"smg-interstitial-link__title\">Tlingit Code Talkers feted in Alaska for World War II role<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"smg-interstitial-link__excerpt\">Army veteran Richard Bean Sr. took his wartime secret to the grave, dying a hero without anyone knowing about it for decades.<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/a>\n\t<\/aside>\n\t\n\n\n<p class=\"wp-block-paragraph\">Though this is the third iteration of the Code Talker American Pale Ale, it is the first time the brewery has sold it in a can.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In previous years, it was sold at the brewery and distributed to Washington, D.C., restaurants. The brew was praised in national websites and magazines and was always met with positive feedback from the Native American community, LT Goodluck said.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">He believes this year\u2019s negative comments are directly related to the release of a can.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cIt was brought into a negative light by other Native Americans,\u201d Goodluck said. \u201cI wanted to have a conversation about Natives in this industry and bring to light there\u2019s not a lot of people of color. I\u2019m not a rug weaver or do other traditional Navajo crafts. I make recipes, brew beer, and hopefully people who try my craft believe I do it well.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The can\u2019s label features an illustration of John V. Goodluck in his uniform, wearing a traditional Navajo turquoise necklace, leather pouch and a bow guard. On the back is a summary about the Code Talkers and a dedication to John V. Goodluck.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Neither the Navajo Code Talkers Association nor a descendants Facebook group immediately responded to requests for comment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Some on social media commented that the product was ironic considering alcohol is not allowed in the Navajo Nation. Others called for the beer to be banned.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It would not be the first time an alcoholic beverage was barred due to complaints about the label\u2019s sensitivity to Native Americans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In 1992, the Hornell Brewing Co. was ordered by the Senate to negotiate with the Oglala Sioux over its Crazy Horse malt liquor. The surgeon general and activist groups argued the label promoted negative habits and affected the physical and mental health of Native Americans.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Senate later revoked the company\u2019s license to sell Crazy Horse beer, which caused hype around the product. According to The Associated Press, the beer was selling for five times the price on the black market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The company argued the beer was not sold in states with large Native American populations. The ban was overturned, citing First Amendment rights, but the state of Washington continued to prohibit sales.<\/p>\n\n\n\t<aside class=\"smg-interstitial-link wp-block-smg-interstitial-link\">\n\t\t<a href=\"https:\/\/one.sightlinemg.com\/marinecorpstimes\/news\/your-marine-corps\/2020\/07\/14\/the-washington-code-talkers-navajo-president-proposes-new-name-for-dc-football-team\/\" class=\"smg-interstitial-link__inner\">\n\t\t\t\t\t\t\t<div class=\"smg-interstitial-link__media\">\n\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/one.sightlinemg.com\/wp-content\/uploads\/2026\/08\/navajo-code-talkers-day.jpg.jpg?w=300\" class=\"smg-interstitial-link__image wp-post-image\" alt=\"\" \/>\t\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"smg-interstitial-link__content\">\n\t\t\t\t<span class=\"smg-interstitial-link__kicker\">Related<\/span>\n\t\t\t\t<h3 class=\"smg-interstitial-link__title\">The Washington Code Talkers: Navajo president proposes new name for DC football team<\/h3>\n\t\t\t\t\t\t\t\t\t<p class=\"smg-interstitial-link__excerpt\">President of the Navajo Nation Jonathan Nez has a suggestion for the new team name of D.C.&#039;s football team.<\/p>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/a>\n\t<\/aside>\n\t\n\n\n<p class=\"wp-block-paragraph\">In response to the criticism, Hellbender released a statement on social media reiterating that the beer was created by a Navajo brewer with the intention of honoring his grandfather. The brewery shared a link to a story by DC Beer, which goes into detail about the Goodluck family, John V. Goodluck\u2019s military service, the creation of the label and LT Goodluck\u2019s vision in brewing the beer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The brewery has received comments suggesting a portion of the proceeds go to the Navajo Code Talkers Association or Navajo COVID relief. Goodluck said he and the company have been working on identifying an organization that supports the Native American community where the donation can make the most impact. According to Goodluck, they expect to announce the organization chosen within the next few days.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hellbender has not yet commented on social media requests to donate part of the earnings, but the company has a history of philanthropy. Last week it announced profits from selling its canned Amplify Black Voices brew would be donated to Capital Partners for Education, a mentoring and college success program for low-income students in the Washington, D.C., metro area.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The ale is LT Goodluck\u2019s first solo recipe, according to Hellbender\u2019s post. Goodluck traveled to the hops harvest in Oregon last year to pick the two hops to showcase in the brew.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMy grandfather used to enjoy Coors,\u201d Goodluck said. \u201cThis is a departure in flavor from Coors. My whole vision for this beer was to use old school hops with modern brewing techniques.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Code Talker Pale Ale will be sold for only a limited time at the Hellbender Brewery taproom in Washington, D.C. The beer is on tap for $7 a pint or sold in six-packs for $12. Hellbender says the brew is popular, especially with locals who know LT Goodluck, and they expected it to sell out quickly.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>In honor of National Navajo Code Talkers Day, a Washington, D.C., craft brewery recently rereleased its Code Talker American Pale Ale \u2014 this time in a can \u2014 drawing some rave reviews but also 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