It's about the beer
Gina Miller and Bill Keeper
Hey Bill, - Gendered products are honestly ridiculous. They pretty much exist for the sole
purpose of charging women extra for the same products men use — something also known as
"the pink tax." According to the New York City Department of Consumer Affairs, women spend
13% more on the same personal care products men use, including everything from razors to
deodorant to shampoo and now beer. Yes, a premium lifestyle beer company wants to sell
beer drinkers an overpriced "feminine" beer. Because OF COURSE women can't drink
"regular" beer. I'm getting really mad, Bill.
This "premium lifestyle beer" creator/brewer is Aurosa. It's a beer that literally no woman ever
asked for — and they're charging women six times more for it.
The beer comes in a champagne-shaped beer bottle which are coated in a marble print. And
yest it's a nice bottle and better protection for the beer than a clear or green bottle. A single
bottle retails for 10 Euro on the Aurosa website about 12 US dollars about $12 dollars should
buy you a six-pack of beer, not one single one.
While it's true that many beer companies target a predominantly male audience with their
advertising, this doesn't mean that women don't already drink — and enjoy — beer. Beer-
loving women won't NOT drink because the packaging is insufficiently "feminine."
And we certainly don't want to pay more for "pretty" beer.
In a statement Aurosa said "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
who’s lifestyle we fit." What BS. This totally ignores the fact that, for many female beer-lovers,
how a bottle looks is NOT the most important thing about what they're drinking. Additionally,
outdated ideas about the stereotypically "feminine" lifestyle as represented by pastel roses
and billowing curtains are played out — in beer and in general. Bill, can you see the steam
coming out of my ears right now?
Message to Aurosa - women don't need to "celebrate femininity and elegance" as you phrase
it in countless ads, by purchasing overpriced alcohol, no matter how cool the bottle looks on
Instagram. Your overall marketing (trust me Bill, any serious beer drinker regardless of gender
would agree) is in questionable taste. If your goal was to intentionally create controversy to
get publicity then it worked. If you goal was to sell beer to women I'm sure it hasn't.
That's it from me, chug-a-lug, Bill.....see you next time.
Hello Gina - All I can say is you write really well when you're mad! Well, I admit I never really
heard about the beer so I looked it up. The beer is brewed in the Czech Republic which is a plus
since some good beers and a lot of good drinkers call it home . I also saw tthe got some
passable reviews as regards to its taste and that the bottle was, at least to me, attractive.. But
that's the only positives. I saw that it has been met with a major backlash online with social media
users branding it "sexist" and "stupid". It's had not to agree with that assessment. After all, what
would you say about a beer that says it is a "representation of a woman's strength and a girl’s
tenderness".and that it "was born to prove that women can succeed anywhere without having to
adapt and sacrifice their natural femininity". By implication they seem to be wondering how can
weak womanly hands possibly cope with holding the weight of a pint glass?"
Gina, I'm sure we both agree that beer, wine or any alcohol has no gender. Yet it is also true that
the beer industry is largely dominated by men. One reason is that I think 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. The tasteless and sexist marketing that brewing companies use illustrates
that point clearly
Beer isn't the only industry guilty of this. Just this week Audi sparked outrage in China after it
likened women to second hand cars in an ad. Many people criticised the German carmaker for
stereotyping the Chinese family as one that is dominated by an over-bearing mother-in-law who
rules over the submissive daughter-in-law. It was many things like that which casued The
Advertising Standards Authority in the UK tto recently ban advertisements that encourage gender
stereotypes such as women cleaning up after their family, or men failing to do housework.
it should go without saying that people of all genders can and do like and drink beer, and that
women in particular do not require special, pretty beer in order to enjoy a good brew. Of course
Aurosa is not, in fact, the first “beer for her”; various attempts have been made in recent years to
market women-targeted brews. Nor are women “statistically speaking… inclined to drink less
beer”; One 2016 study found that in the United States, women actually drink more beer than men
do — they constitute 51 percent of U.S. beer drinkers, while men comprise 49 percent, though
men drink a higher quantity.
The problem is that marketing these kinds of beers as “for women” reads not as inclusive and
that to me is also offensive. Beer is something that is universal, made for any and all types of
people. We should all be allowed to dislike or feel indifferent about tany beer even if marketing
says it's made for women or not. Simply put, every beer drinker's freedom to choose what works
best for you should not be compromised by anything including advertising, social media,
marketing techniques, or packaging.
Here's looking at you Gina