artifactory rejects BasicAuth on initial ping with 403 Forbidden

[jkt628]

package main
import (
	"fmt"
	"github.com/heroku/docker-registry-client/registry"
)
func main() {
	url, user, pass := "https://artifactory.example.com", "user", "password"
	hub, err := registry.New(url, user, pass)
	fmt.Printf("err=%v\nhub=%v\n\n", err, hub)
}

when properly configured for a registry provided by JFrog Artifactory fails with 403 Forbidden.