JAKARTA, thekabarnews.com—Alcohol brand Newport has apologized to Indonesian Muslims and the wider public after a viral video showed a festival visitor reciting a Quranic chapter from memory at its promotional booth during The Sounds Project 2026.

The incident occurred on Sunday, August 9, at Ecovention and Ecopark Ancol in North Jakarta, where The Sounds Project Vol. 9 held its final day.

Newport Director Handoko Sasongko issued the apology in a press statement on Tuesday, August 11. He said the incident had caused hurt, discomfort and public controversy.

Newport denied organizing a promotion that required visitors to recite verses from the Quran. The company said the recitation was neither an official program nor a planned challenge, marketing concept or instruction from its management.

According to Newport, a visitor initiated the activity spontaneously at the booth.

“Newport deeply regrets that it did not handle the situation properly when it occurred. We regret the failure of on-site supervision that allowed an action inconsistent with the religious values, beliefs, culture and customs upheld by the community to take place,” Handoko said in an official statement.

A video circulating on social media showed a visitor reciting Surah Ad-Duha at the booth. Posts accompanying the footage claimed visitors could receive a free bottle of alcohol if they successfully recited a Quranic chapter.

The publicly circulated footage and accompanying narration do not independently establish whether organizers offered or handed over alcohol in exchange for the recitation. Newport expressly denied creating or directing such an arrangement.

The company markets vodka-based alcoholic beverages under the Newport brand. These beverages include products containing 19.7 percent alcohol by volume, according to their official product information.

Newport said it had conducted an internal review and taken action against personnel connected to the incident. The company did not identify the staff involved or disclose the disciplinary measures imposed.

Management also instructed its teams and event partners to strengthen field supervision and prevent similar incidents.

“This incident serves as a serious warning and an opportunity for deep reflection. It prompts us to immediately formulate stricter operational standards and guidelines that place respect for religious values, customs and social ethics at their foundation,” Handoko said.

The company’s response came two days after the incident. It also came amid growing criticism on social media over the use of sacred religious recitation in a commercial environment associated with alcohol.

The Sounds Project’s official website confirms that the three-day festival ran from August 7 to 9 at Ecovention and Ecopark Ancol.

The ninth edition, promoted under the theme “Beyond Memories,” featured more than 120 Indonesian and international performers.

Newport’s clarification focused on its responsibility for supervising the booth rather than blaming the visitor.

The company acknowledged that its on-site team should have intervened regardless of whether the activity arose spontaneously.

The incident shows how promotional activities involving religion can damage a brand’s reputation. It is requiring companies in Indonesia to respect local beliefs, cultural sensitivities and public ethics when planning and managing events.