In Depth

BrewDog Pink: Twitter reacts to ‘ironically’ sexist beer

Scottish brewer’s ‘beer for girls’ misses the mark, according to many users

BrewDog’s newest addition to its roster of craft beers - a bottle with a pink label “ironically” marketed towards women - has been met with a mixed reception.

The Scottish brewer’s Pink IPA - a play on its Punk IPA brand - comes wrapped in a bright pink label which proudly proclaims that this is a “beer for girls”.

However, there is some small comfort for those rolling their eyes at yet another example of “for women” marketing - women who order the new beer in BrewDog pubs will get 20% off.

The discount - intended to reflect the gender pay gap - is one of several initiatives accompanying the launch which the craft brewer says it hopes will draw attention to women’s issues.

During the first four weeks after its 8 March launch “20% of sales from the brand and its flagship Punk IPA offering will be donated to the Women’s Engineering Society,” The Drum reports.

Sarah Warman, global head of marketing at BrewDog, said that sexism was “rife” in the brewing industry and that the company would be using the BrewDog Pink launch as an opportunity to attract more female employees and kickstart a “new wave of diversity”.

In a press release, the company said that Pink IPA was a “beer for equality”, and that the packaging was a satirical stab at the “sexist marketing” still frequently seen in beer advertising.

However, “their attempt to address the issues of sexism and gender stereotypes has been met with confusion by many of their customers,” says the Manchester Evening News.

After BrewDog announced the launch of Pink IPA with a tweet calling on beer lovers to “show that enough is enough” with sexist stereotyping, some users weren’t convinced by the logic:

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