by Kate Steadman
Epicurious, my go-to internet recipe source, just made me take a second look at my inbox with an email imploring me to “Cheer up on Tax Day with a frosty beer cocktail.” No thanks Epicurious. I think I’d rather have a nice untainted beer instead. But their introduction to the list of the “Top 5 Beer Cocktails” dares me not to object…
Many beer enthusiasts, like oenophiles and Scotch lovers, believe in the purity of their drink and don’t welcome dilutions. Let them live in their gated communities.
And perhaps they’re right. They mention black and tans, shandies and Micheladas, along with a selection crafted by a PS7’s bartender that you can enjoy at our happy hour tomorrow night — a concoction of Miller High Life, ginger liqueur and juice called “The Cure” (meaning for the recession blues). Actually these all sound quite good (and I’ve had some of them before). Perhaps I can leave my gated community just this once.
Which brings me to something I’ve been meaning to blog — Erik of Top Fermented points us a new beer effort by Coors — get ready for this one:
I’m not a woman, but I feel fairly insulted by this on their behalf.
A quick snippet from their website, under the section “Shopping?”:
What if bars served beer in smaller glasses? What if beer came in sexy easy-to-carry boxes? What if it had fewer calories, would you feel better about drinking it?
Wow. Could we stereotype a little bit more here? Here’s a what-if: What if you didn’t portray women as objects in your commercials?
Shit, aren’t you just painting a similar picture with this marketing campaign?
“Girls don’t want drinks that are ICKY. Here, try this! It tastes like fairies!”
Are they really playing the “girls are fragile” card? They might as well be printing “Math is HARD” on pink fuzzy Hello Kitty bags.
I just wanted throw in some collective IFA-women’s weight on this one. I heart beer. We all do. You know what else? Several of us also love football (in fact the women football-lovers might outnumber the men on this blog).
Now, this new effort is being spearheaded by women. Women who say “We believe that the beer industry has ignored women for far too long.” I agree. But how about trying to market your existing products to women instead of creating new even more gendered products as the effort to fill this gap?
If you want a clear beer and want to market it to women, fine. That’s gross, and I wouldn’t buy it, but please don’t use existing bias to continue propagating the idea that women don’t like beer and won’t unless companies make it more “feminine”. As if there weren’t already enough reasons to dislike Coors.
Now excuse me while I go scrounge in my fridge for some not-gendered, wonderfully hopped bottle of alcoholic goodness.