New Zealand Indiginous Gin has pulled its Reikorangi triple distilled dry gin label after social media backlash for 'cultural appropriation'.

A New Zealand gin company has pulled one of its bottle labels after finding itself in a social media cultural appropriation battle.

Indiginous Gin, which is created in Kāpiti Coast, caused a stir with a social media post that included an image of its Reikorangi triple distilled dry gin, which has a Māori tattoo-inspired label.

Social media backlash on Tuesday night saw individuals attack the gin and its creators, Chris Charteris and Simon Wilson, labelling it cultural appropriation.

In an emailed statement sent by Wilson on Wednesday, the company said it apologised and would drop the gin's label, which has been on the market for more than a year.

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"We unreservedly apologise for any offence. It was certainly never intended," the statement read.

The statement explained that the brand was a play on the word indigenous, which they understood had far broader meaning than just indigenous people.

The label was created by a Samoan artist who grew up within a Māori community in Porirua.

"We were very thorough, we thought, in ensuring there was nothing offensive in the imagery," the statement read.

"Each label is designed by a tattoo artist to bring relevance to the people, place or ingredient.

"Our intent is to celebrate those things, not 'appropriate' them."

The Indiginous Gin creators said they did not feel the criticism was fair as there were many other wines and spirits with Māori names and koru designs.

"We set out to celebrate our New Zealandness on one of our labels but it seems some don't view it that way.

"We would like to reiterate our sincere apology for any offence."

The Facebook post has also caused problems for Fitzroy Liquorland as it was based on a photo of staff from the award-winning New Plymouth store with glasses in hand posing around an edited in 'Indiginous Gin' poster.

"Big shout out to all you gin lovers in the Nakie! [sic] Amie and her awesome gang at @liquorlandfitzroy can now serve you up indiginous gin!" the post read.

In response to backlash it received, Fitzroy Liquorland has pulled the gin from its shelves.

Fitzroy Liquorland owner Amie Ussher said the gin had been instore for less than two weeks and because of the design she assumed the product was linked to an iwi.

She was also annoyed the gin creators edited a photo of her staff with one of its signs, because they've become the "poster" in the middle of the backlash.

"I'm really miffed.

"I'm just apologetic for any disrespect we've shown," Ussher said. "It's been a pretty upsetting day."

Ussher said she has thousands of products and doesn't have the chance to back check all of them. The store stocked a number of products with Māori designs which come from iwi, so she assumed Indiginous Gin did too - which she "regrets".

"I thought you wouldn't put something so bold if you weren't part of something like that."

Ussher said it was a "beautiful gin and a beautiful bottle", and she was a small business trying to support a small business.