A beer targeted at women has generated online backlash on social media, with many calling it ‘patronising’ and ‘sexist’.
Czech-based brewery Aurosa has introduced #BeerForHer, a semi-dark ‘feminine’ beer that comes in pretty pink marble bottles, especially for women. It’s marketed on its website as a ‘representation of a woman’s strength and a girl’s tenderness’ with a ‘unique, unmistakably strong taste that was adapted to the elegance of women’.
When the beer, which costs €10 (Rs 748.89) for a 330ml bottle, was launched in London last week, it wasn’t long before social media ridiculed the product.
An Instagram user hannahwilk91 commented, “They’ve gendered beer? BEER? And are making money out of this shit? Wow.”
Another user carolthebarrel sarcastically commented, “A beer fit for my delicate little female hands! The patriarchy is over?”
In response to the backlash, the company defended the beer on Facebook, stating it just wanted to offer beer in an “elegant and beautiful” bottle. It justified its marketing by writing on its Facebook wall:
Aurosa’s pink beer is not the only product to have caused a backlash in recent times for its gendered marketing tone. Last week, German carmaker Audi drew a lot of flak in China for its advertisement comparing a woman to a second-hand car.
In response to the increasing adverts promoting gender stereotypes, last week the Advertising Standards Authority in the UK banned ads that reinforced outdated or gendered stereotypical roles in society.
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