While I’ve regrettably come to expect national-brand beers to perpetuate the stereotype of beer as a man’s drink and insult women in the process, what about craft beers? Caroline Wallace of Bitch Beer recently discussed this in her article “How to alienate female beer drinkers in one easy step.”
We went with the name Bitch Beer because we want to disprove the old adage that women aren’t really beer drinkers. We’re evoking a name often given to sugary, low-alcohol content beer substitutes like Smirnoff Ice or Mike’s Hard Lemonade to prove that, from a stout to an IPA, these so-called bitches can drink any damn beer they please. You heard us, every beer is a Bitch Beer.
Wallace starts with a comparison of two beer ads seen at a local roller derby event. (Please refer to article for photos per BB‘s request that “All beer labels and photos of advertisements are displayed for educational purposes and should not be reused”). The first ad
was for [craft brewery] South Austin Brewing and features a bottomless woman toting a bottle of beer with the tagline “Your Champagne Just Got Jealous!” Now, as opposed as we are to the use of exclamation marks, and as confused as we are about why she’s still wearing her cowboy boots, the more disturbing thing here is definitely the use of a half naked female to sell beer.