TASTY OR HURTFUL? The RSA has labelled the branding 'cheap' and 'disrespectful'.

A boutique beer branded with Vietnam War references has been labelled "cheap" and "disrespectful", but the Wellington brewers consider it "playful".

Aro Valley brewery The Garage Project has introduced a new variety of beer named "Death From Above" - a reference to the helicopter from classic Vietnam war film Apocalypse Now.

The beer is brewed from American hops, Vietnamese chilli and lime, and south-east Asian mangoes for an Australian beer festival.

The marketing poster features military helicopters over a Vietnamese-like landscape.

RSA president Don McIver, who served in the Vietnam War, said he found the advertisement "cheap" and "disrespectful", although he noted New Zealand never used napalm.

"It seems to me this is almost celebrating it. It's terrible stuff - I don't agree with it." Garage Project co-founder Jos Ruffell said the promotion was "a playful pop culture reference" to Apocalypse Now, although the name "Death From Above" was also that of a rock band.

Like many of their brews, the beer recipe "fell outside the typical conventions", which was reflected in the packaging and promotion. As an "Indochine" pale ale with American and Vietnamese ingredients, the advertising played on the history of the two countries.

"We're not trying to glorify anything. I wouldn't have thought it would be offensive."

Vietnam-born Annie Nguyen, 28, said she found the branding "insensitive". While she was born after the conflict, the advert could potentially "bring up hurtful memories" for survivors, the Nam restaurant worker said.

Huong Doan, a north Vietnamese immigrant, said she did not take personal offence at the ad, being too young to experience the war, although she stressed the effects of napalm were still felt in her native country.

Victoria University pro vice-chancellor Rob Rabel had worked extensively with the Vietnamese Ministry of Education and seen the residual effects napalm and chemical weapon Agent Orange still had on the country.

He said he considered the branding "tasteless".