Sooke Brewing Company has suspended operations and terminated owner John Adair following a social media controversy. The backlash stemmed from a photograph of Adair wearing a "Show Me the Evidence" T-shirt on September 30, 2026,which coincides with the National Day for Truth and Reconciliation.
The immediate termination of John Adair at Sooke Brewing
Sooke Brewing Company took swift action following a photograph that circulated online showing owner John Adair wearing a "Show Me the Evidence" T-shirt. As reported by CTV News, the brewery initially issued a social media statement noting that the shirt's message was inconsistent with the company's values. the situation escalated quickly, resulting in the immediate termination of Adair and a temporary closure of the brewery on September 30, 2026.
The company expressed devastation over the incident, stating that the actions taken at the brewery were "inappropriate and unacceptable." While the brewery has reached out to First Nations leadership to listen to concerns, the sudden departure of a co-owner has left the local business in a state of flux.
The 5 million documents validating residential school history
The controversy touches on a much deeper tension regarding the historical record of Canada's residential school system. Ry Moran, an associate university librarian at the University of Victoria, emphasized the overwhelming weight of evidence available to the public. Having served as the director of statement gathering for the Truth and Reconciliation Commission, Moran noted that his work involved collecting approximately 7,000 survivor statements and roughly five million documents.
Moran argued that while questioning history is natural, the "Show Me the Evidence" sentiment ignores a massive, consistent body of documentation. According to the report, Moran found that survivor accounts remained remarkably consistent across the country, even among individuals who had never met. this historical reality makes the timing of the T-shirt particularly sensitive during Orange Shirt Day , a time intended for reflection rather than debate.
University of Victoria law professor Rebecca Johnson added that the National Day for Truth and Reconciliation is intended to create space for remembrance and acknowledgment. She noted that the day is not meant to be a platform for political fights, but rather a time to acknowledge past harms and future goals.
Debra Lazzar’s vision for T'Sou-ke First Nation reconciliation
For T'Sou-ke First Nation councillor Debra Lazzar, the incident was more than a political disagreement; it was a personal affront to a community marking a day of remembrance. Lazzar, whose own family has direct ties to the residential school system through her father and her uncle, who attended Kuper Island Residential School, expressed that the photograph was deeply hurtful to survivors and their families.
Rather than settling for a simple apology, Lazzar has proposed concrete steps for the brewery to repair the harm caused. These suggestions include establishing a scholarship for T'Sou-ke students pursuing post-secondary education or contributing to programs that support Indigenous women. She also suggested that a face-to-face meeting beween the brewery and community members would be a more culturally appropriate way to address the fallout.
Will Sooke Brewing adopt Lazzar's scholarship and meeting proposals?
While the brewery has reached out to First Nations leadership to determine its next steps, several critical questions remain unanswered. It is currently unclear if the remaining management at Sooke Brewing Company will commit to the specific restorative justice measures proposed by Lazzar. Furthermore, the report notes that CTV News has not received a response from the brewery regarding their long-term plans or the specifics of their temporary closure.
The community is left waiting to see if the business will move beyond a reactive firing and toward a proactive relationship with the T'Sou-ke First Nation. Whether the brewery can successfully reintegrate into Sooke's social fabric will likely depend on the depth of the accountability they demonstrate in the coming months .
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