People aren’t sure if BrewDog’s ‘beer for girls’ is actually a good way to tackle sexism

Making something pink and saying it’s “for girls” is a marketing ploy straight out of the 1950s, but incredibly it’s still something that we see time and time.

The latest company to buy into these gender stereotypes is the beer brand BrewDog, which has launched a ‘new’ beer called Pink IPA. Yes, the bottle is pink, and yes, it says “beer for girls” on it.

(BrewDog/PA)

But wait, apparently BrewDog is launching this beer “satirically” in an attempt to combat the gender pay gap and sexist marketing. In fact, the beer is just the standard Punk IPA that’s been repackaged – it says as “a send-up of the lazy marketing efforts targeting the female market.”

While the effort to expose lazy marketing is admirable, some people suspect that it has been pretty poorly executed. For many, it just looks like BrewDog is buying into the same tired gender stereotypes.

Others think that the company could be doing other things that would be much more helpful in addressing the gender pay gap.

However, BrewDog seems to be sticking by its guns and maintains that the sarcasm of the campaign will help smash stereotypes.

Whatever you think of the execution of the campaign, the idea behind it is pretty great. In an attempt to tackle the gender pay gap (which stands at 20% in the UK), BrewDog will be donating 20% of the proceeds from Pink IPA and Punk IPA to causes that fight gender inequality.

Not only that, but those who identify as women will be able to buy the beer 20% cheaper at BrewDog bars… although you’ll still have to drink your beer out of a pink bottle.

Sarah Warman, BrewDog’s global head of marketing, said: “Women make up a small but growing percentage of my peers within the beer industry, and with Pink IPA we are hoping to welcome more people who identify as female into craft beer. It’s an incredible industry to be a part of, and the more women we can get working behind the bar, the more women we can hope to see the other side of it.”

“Sexism in the beer industry is rife. We can no longer ignore that its existence prevents plenty of incredible women joining our eclectic and exciting industry. There is a long history of products that pander and patronise through harmful, sexist stereotypes and vulgar imagery, and we’re rallying to put an end to this nonsense.”


More in this Section

This dog’s indisputable fashion sense has made him an online star

Enjoy the brilliant pictures from Take Your Dog To Work Day

The melting of these toys in the heat of a car is pure entertainment

If you are giving the EU President a souvenir of Ireland it has to be ... a Cork GAA jersey


Today's Stories

Applied maths adds up for students as Leaving Cert exams finish

Ireland joins group to negotiate drug prices

Family told mobile home had to go

Up to 40 caravans ordered to leave retail park

Lifestyle

New father’s life ‘changed forever’ after he was run over by surgeon

More From The Irish Examiner