There is disappointment over a Maori chief's name being used to promote booze.

David Rankin of Ngapuhi says the Heke beer, by Waiheke Brewing Company, takes the name of his ancestor Hone Heke.

Rankin says the company contacted him last week asking for permission to use the name, which he declined.

However, he has since discovered the beer has been marketed for more than a year already.

Rankin says he's considering legal action.

"I'm a capitalist and I believe in business, but there are certain things you do not do.

"They asked for permission after they released it."

But the company's Mark Hindmarsh says their beer Heke is named after the island it's brewed on, not the Northland Chief.

"No one owns Heke, it is a name that is hailed by a lot of people.

"If someone produced a beer that's in my name, as long as they're not alluding to me as a person, it's hard to believe that they can control everything that surrounds that."

Rankin says it's not a fair move to ask for permission after taking the name.

"It's not only a name, it's something that as a tribe we are proud of, and we're very protective of.

"When it's lowered to some alcohol brand, it's like calling Lion Red after Jacinda Ardern."