How a beer 'just for women' has sparked a sexist row
Beer is for men and sexism for women to gulp down silently and yet look suitably high and of course, feminine. Right?
In an ill-conceived marketing stunt, a beer company has just released a line of beer for women. Why? Because they believe women don’t drink beer (unless it comes bubbling out of a pink bottle).
Aurosa, a beer brewed in Czech Republic, comes in a pretty pink bottle with the name written in an elegant, curly font, and is being marketed as the "first beer for her".
According to the founder and creator of Aurosa, Martina Smirova, the beer is a "representation of a woman's strength and a girl’s tenderness" (Heil sexism!).
According to the brand’s website, “Born and brewed in castle Rychvald, East of Czech Republic, our beer was destined for sophistication and elegance... Aurosa was born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity. Women have been "disregarded" in the beer industry but owing to determination and faith in herself... Aurosa is set to redefine the perception of beer.”
"She stands for all phenomenal women; she stands for all their successes and beautiful moments. She is here to remind them how important and exceptional they are. She is here to celebrate femininity in all its forms. Aurosa is a beer created by woman for women."
Of course, the brand and the entire marketing campaign is facing international backlash. Both women and men have called the idea of “her first beer” sexist and stupid.
In light of the backlash, Aurosa released a statement defending the ill-conceived marketing strategy.
Beer, wine or any alcohol has no gender. However, the beer industry is largely dominated by men. And culturally, even as more women enter the industry as brewers, pub owners, drinkers, beer can still pretty much feel like a masculine affair.
Statistically speaking, women are inclined to drink less beer. Why? Brewers, men and generally, the society have operated under the misconception that women do not like beer or that it is a man’s drink. This has been rendered into the media and the marketing system. The tasteless and sexist marketing that brewing companies use illustrates that point clearly.
Aurosa was never intended to take part in sexism, feminism or the like. It was never intended to dictate what women should or shouldn’t drink. We are simply a brand that wants to offer beer in an elegant and beautiful bottle, something that has not been done before, for those women who want it and whose lifestyle we fit.
Smirova added that she created the beer "as a reminder that women shouldn't forget that they can succeed in all aspects of life without having to adapt or sacrifice their natural tenderness and femininity."
Gendered marketing of products is not a new thing at all. Through the ages, corporate have conditioned all of humankind to believe that women wear watches with thin bands and men with thick ones, girls play with Barbie dolls and boys play with GI Joe, women buy pink and men buy blue.
Is the alcohol industry free of it? Nope. Scotch is marketed for men and vodka for women.
So why the outrage?
Well, just because sexism is already prevalent, one does not have to add to that. Even beer has often been marketed for men, but does that mean women don’t drink it? A gender neutral beer will be consumed by all. A beer aimed at women will remain a product that men will be discouraged from consuming. Does this help anyone? No.
Apart from the obvious, the outrage was perhaps also directed at the ignorance in the brand’s claim: first beer for her.
The manufacture of beer, and this is historically backed, is something that women are credited to. More than 7,000 years ago in Mesopotamia and Sumeria, only women were allowed to brew the drink and run any taverns. Women were also "the exclusive brewers in Norse society and all equipment by law remained their property".
In England ale was traditionally made in the home by women. In fact, Queen Elizabeth I was known to consume beer for breakfast and other meals.
So, how did beer suddenly become a man’s drink? The industrial revolution happened and the process of brewing got shifted to factories. That does not in any way mean that women are not beer drinkers. Women make up about 25 per cent of total beer drinkers and about 37 per cent of craft beer drinkers in America.
What's more, a 2014 Stanford survey of 2,500 breweries found that 21 per cent had at least one woman in a leading role.
Maybe it’s time to put an end to such nonsense and open a pint of cold brew. Nothing will help save this world more!
Also read: Why elite India never talks about its urban sexists