The North Otago Rugby Union is defending a controversial fund-raising calendar featuring its players posing nude, screened only by strategically placed beer bottles.
The calendars are being criticised by alcohol health groups, which say the heavy use of Speight's beer bottles and branding could encourage young people to binge-drink.
The union is selling the calendars for $20 to raise money for junior rugby.
Chief executive Colin Jackson says the union is not trying to encourage drinking and people should stop taking the calendar the wrong way - and instead have a laugh about it.
Mr Jackson says critics need to realise that it is increasingly difficult to raise money for grassroots rugby.
But Alcohol Health Watch says the calendar is incredibly poor taste and sends a harmful message that it is impossible to play sport or have fun without alcohol.
Health promotion adviser Christine Rogan says she would have liked to think the rugby union would be more responsible.
Lion Nathan not impressed
Lion Nathan, which owns the Speight's brand, is also not impressed and met with the rugby union on Thursday to express its concerns.
A spokesperson for Speight's says the company does not condone the use of the beer in the photo shoot and the calendar does not meet its codes of responsible marketing activity.
Judy Walter says Lion Nathan does not yet know if will take action to stop the calendars being sold.
