QHA_March 2018_Electronic_s

NEWS
SEXIST NAMES
ON THE OUTER
Times are a changing in the UK. In the wake of the
#MeToo movement and the backlash against sexual
harassment and abuse, efforts are being made to
outlaw sexist marketing. Inappropriate beer names and
images of scantily clad women may soon disappear
from Britain’s beer fonts, cans and bottles.
Nottingham-based Castle Rock has brewed a beer
in honour of World War Two pin-up Elsie Mo since
1998 and it is one of the company’s top selling ales.
However, it has now ditched sexy pin-up girls inspired
by historical images of US aircraft nose art in favour of
a more politically-correct design, which pays homage
to the Second World War’s female pilots.
Other beers that have come under scrutiny are
Robinsons’ Dizzy Blonde, Fordham & Dominion
Brewing’s Double D Double IPA and advertising
campaigns such as the Irish brewery that used the
tagline, ‘Dublin Blonde goes down easy.’
SOME COMPANIES HAVE EVEN GONE
SO FAR AS TO DEVELOP BEERS TO SPECIFICALLY
CATER FOR THE FEMALE MARKET.
Whilst we have never really had an issue with that form
of marketing of beer here in Australia, it signals a shift
in thinking about product promotion. It is recognition
that women enjoy beer just as much as men and they
are an important market to consider.
It is interesting to note, recent studies suggest women
make up a very decent percentage of beer drinkers
in most parts of the Western world (in the US alone,
women account for 25 per cent of beer consumption,
and 37 per cent of craft beer consumption).
Some companies have even gone so far as to develop
beers to specifically cater for the female market. Last
year social media was abuzz with discussing Praguebased
beer company, Aurosa’s promotional campaign
advocating ‘lady beer’.