A popular Scottish craft brewer has divided public opinion after releasing a "beer for girls".
BrewDog announced they would be selling the beer, which has a pink label, to women at a discounted price.
Customers who identify as female will be given a 20 per cent discount.
We’ve created a beer for girls. And it’s pink. Because women only like pink and glitter, right?
— BrewDog (@BrewDog) March 6, 2018
🤦♀️ #Sarcasm
Lets show that enough is enough with stereotypes. pic.twitter.com/g1zonXFInm
Read more: BrewDog announces £17 million Australia brewery plans
The company said the launch is their call 'to close the gender pay gap in the UK and around the world and to expose sexist marketing to women, particularly within the beer industry'.
Adding: "For the next four weeks, we are offering Pink IPA. Inside the bottle, it is the exact same beer as Punk IPA.
Dont see why everyone’s taking the piss out of Brewdog’s Pink IPA:
— Rachel Charlton-Dailey (@RachelCDailey) March 6, 2018
- 20% of each sale goes to women’s charities
- female identifying get 20% off.
You want companies to put their money where their mouths are and they are.
"But on the outside, it looks different. This is a reflection of the situation around the world relating to gender imbalance – Pink IPA is our effort to raise awareness of the current, unwelcome, status quo. At BrewDog we are committed to a workplace free from inequality of any sort."
Read more: BrewDog announces £17 million Australia brewery plans
BrewDog's Pink IPA will be appearing on the market days before International Women's Day and will be served in their 30 UK bars, in the likes of London, Birmingham, Manchester and Glasgow.
The brewer also announced it would donate 20 per cent of all proceeds to the Women’s Engineering Society and to 9to5, which both work to fight gender equality and support women in work.
Public reaction to the new beer has been mixed with branding their marketing strategy as 'lazy' and 'tone deaf'.
Those in support of the release said it was in tune with BrewDog's humour.
hey @BrewDog how many women worked on your pink beer campaign?
— Jo Graham (@thejoannagraham) March 6, 2018
Oh dear. This is like when teenagers discover sarcasm. Marketing pink beer at women in order to call out other people marketing pink beer at women isn't "satirical". It's marketing pink beer at women.
— Libby (@CaptainLibatron) March 6, 2018
Generally, I appreciate BrewDog's company ethic, I can see what they TRIED to do here, and "people who identify as female" is a nice touch so few brands would think to consider.
— Liam Dryden (@LiamDrydenEtc) March 6, 2018
That being said, ironic use of sexism to sell a product is still use of sexism to sell a product. https://t.co/QOWTjpzP9O
Better, cheaper and much easier move would have been to take on a female brewer or female brewer apprenticeships.
— Michael Beveridge (@mickyb273) March 6, 2018
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