Beer for Her, and Other Gendered Lies

Good news for all you ladies out there: we can all FINALLY drink beer! Oh, happy day! Czech brewery Aurosa has come out with “Aurosa for Her”, a beer designed and advertised specifically for women. Look how pretty. With the flowers and everything… just, wow.

Screen Shot 2017-07-31 at 11.01.30

According to the website: “Aurosa is a representation of a woman’s strength and a girl’s tenderness. The two contrasting tempers, present in the female essence, are depicted through the elegant design yet the strong, unfiltered taste.” A beer that tastes like…essence? Sign me up.

Aurosa has since come out with a response to online backlash they’ve received, calling their ad sexist: “We really value everyone’s opinion and wanted to thank all of you for sharing it. Our goal is to create a beautiful product in order to celebrate women’s femininity and elegance. If you don’t find yourself in favor of it, we are truly sorry to not have you on our side, however, we remain truthful to our product. Aurosa was not intended to offend anyone’s views or feelings. Thank you for being a part of the discussion.”

Sure, most beer commercials are technically targeted at men, but how can you gender a taste? Although it is only available in some European countries right now, gendered advertising is still an issue that we face worldwide, with many different products. Everyday items like pens, sunscreen, Q-tips, and now beer are gendered to appeal to certain sexes, displaying very obvious packaging catered to either men or women. Pink vs. blue, scents for women like ‘wild orchid’, ‘refreshing sea breeze’, and… ‘sexy intrigue’ (literally the “scent” for Degree DrySpray women’s deodorant), while the scents designed for men aren’t even scents at all: “Really Ripped Abs” and “Pure Sport” (see below).

Guys, are you ready to smell like abs?

Gendering products are harmful to everyone. Advertising and corporate marketing attempts to box people into ideal moulds of what males and females should optimally be. Companies bank on the consumer’s insecurities and need to fit into a certain category, to be conventionally masculine or feminine, to sell their product. And a pink razor with flowers on the packaging, or a navy blue/black razor with hard lines and masculine buzz words, trick us into the societal trap of express gender segregation.

If you want to see more unnecessarily gendered products, click here.

– D

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