An Auckland country-themed bar has apologised after its owner appeared to mock a rival venue in a post online.

A showdown appeared to be brewing between the Auckland bars after Jesse James, one of the founders of themed Ponsonby venue Jolene, seemingly took aim at the new Goldie’s Bar & Yard.

The Western-inspired Goldie’s Bar & Yard opened in Takapuna on May 8, bringing “honky-tonk” live music to the North Shore.

“Someone told me there is this new wannabe country music bar that’s popped up on the North Shore,” James said in the clip that has since been removed.

“Everyone told me it’s like they’ve ordered a country bar from Temu, and it’s just popped up.”

James went on to promote a special available at Jolene’s, describing it as “the one and only genuine country music bar”.

A spokesperson for Jolene has told the Herald the venue “sincerely apologise” for the “regrettable comments”.

“They do not reflect the values of Jolene or how we view the wider hospitality industry,” the statement reads.

“We also want to acknowledge the fantastic job that venue has done creating their space and growing country culture within New Zealand hospitality.

“If you are over on the Shore, we absolutely encourage people to support them, and we look forward to heading over ourselves for a drink soon.

“We understand first-hand how difficult hospitality can be, particularly for independent operators, and we have nothing but respect for businesses backing themselves and building something for their communities.”

Isabella Van Heusden, a spokesperson for Star Group, the firm that operates Goldie’s, said the bar had a brilliant first week in Takapuna and is happy with the support from the local community.

“We love country music but there’s no need for a one-man shoot-out, this town is big enough for the two of us,” Van Heusden said.

“And as Dolly Parton once said, ‘If you don’t like the road you’re walking, start paving another one’, so to all the concrete cowboys out there, you’re welcome anytime at Goldie’s.”

The spokesperson for Jolene said the comments by James were made in the midst of ongoing pressures within the struggling hospitality industry.

“Over recent months, we have been navigating what has become an incredibly difficult and, at times, deeply frustrating licensing and compliance process while trying to operate as a small independent hospitality business in Auckland.”

The bar said many owner-operated venues were struggling under “slow-moving” systems “designed for large corporate operators rather than small independent businesses”.

“While we fully support responsible licensing and regulation, there comes a point where process begins to feel less about practical outcomes and more about procedure for procedure’s sake.”

Jolene said independent hospitality operators were often left feeling “unsupported”, despite contributing to Auckland’s culture, nightlife and economy.

“At the end of the day, there is room for everyone in hospitality. Strong venues, passionate operators and thriving nightlife all contribute to making Auckland a more vibrant and internationally competitive city.”

The bar said its focus going forward would be on contributing to a broader conversation around the problems the service sector continues to face.