Women’s Libation: Sisters Are Brewin’ It For Themselves

Women’s Libation: Sisters Are Brewin’ It For Themselves

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By Dale Buss of brandchannel

Call it the Women’s Libation movement. At a handful of locations around the world, women are launching their own beer brands intended to appeal specifically to their gender as well as to offset the objectification of women in traditional beer marketing and advertising.

Brazil’s Cerveja Feminista is one of them, proudly wearing the word “feminist” in its name and on its label.

“The typical Brazilian beer ad shows a semi-naked standard-beauty woman being harassed by men,” co-founder Thais Fabris told Fast Company. “For us, it has many dangerous aspects, since it objectifies women and enables sexual harassment on a daily basis, on mass media. Even craft beers, which are becoming more popular here, follow that path, with names like ‘Fatlicious’ or ‘Forbidden Lady.'”

In the US as well, some allege that craft beers are failing badly in the approach they take to the female market. Women account for 25 percent of total beer consumption by volume in the US, and 37 percent of craft-beer consumption. Yet brands such as pink-labeled Chick Beer and Clown Shoes Tramp Stamp completely miss the mark…. CLICK HERE TO READ THE FULL STORY AT BRANDCHANNEL


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