A pink 'beer for girls' has been launched, ironically its brewer claims, in time for International Women’s Day this week.
Scottish craft brewer Brewdog says it is taking on the tricky subject of gender pay inequality and combating sexist marketing.
The Pink IPA is also aimed at exposing sexist marketing to women, particularly in the beer industry.
Brewdog says: "This is our overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women."
The brewer will be serving the beer 20 per cent cheaper in its bars to all who identify as a woman.
It will also be donating 20 per cent, which is the gender pay gap in the UK, of proceeds to causes that fight against gender inequality and support women such as The Women’s Engineering Society.
I think this campaign is brilliant
— Anton (@_notnA_) March 6, 2018
Gets people talking about gender inequality which is a very important issue imo, and they’re donating 20% of the proceeds from Punk and Pink IPA to women’s charities to reflect the gender pay gap
Don’t get what all the fuss is about 🤷🏼♂️ https://t.co/EFmvCwB57W
Brewdog adds: "For the next four weeks, we are offering Pink IPA. Inside the bottle, it is the exact same beer as Punk IPA. 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."
I love this #PinkIPA. It totally backfired.
— 6old Digger☄️ (@6oldDigger) March 6, 2018
"Hey, let's make a beer for women, and give it a pink label, that'll make the women happy"
Oblivious to the fact that you can never, no matter how hard you try, make women happy.@BrewDog
Pink IPA will be launched on International Women’s Day this Thursday (March 8).
I understand it's satire but that's not the problem about the Pink IPA campaign for me, it's the fact that the whole thing is really, really cringey. And being told I should like it because they donate money to charity (a lady charity!) is not making it any better for me.
— Dani Flower (@Daniflowers20) March 6, 2018
Pink IPA: Because nothing says punk like trying to make money whilst changing things for the better and then being fundamentally misunderstood for it...
— Dylan Dodds (Mostly) (@TornToRibbons) March 6, 2018
Brewdog could have:
— les yeux ouverts (@ktdbsn) March 6, 2018
Given those who identify as female 20% off ALL standard beers in-house
Satirically wrote “Beer for Women” on the label. Girls are underage and therefore can’t purchase “Pink IPA”
Done everything they are doing without the shitty pink marketing ploy
Pink IPA, was conceived and designed by some of the amazing women in our senior management team. You can hear our team talking about it in this video https://t.co/bq0Ccmh42B and find out more on https://t.co/trtSlnNSXd pic.twitter.com/YwUHor5ctX
— James Watt (@BrewDogJames) March 6, 2018
Do you believe Brewdog's efforts to tackle inequality or is its "satirically dubbed Beer for Girls" just a shallow marketing ploy? Do you find it inspiring or patronising? Let us know what you think in the comments below.
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