bamboo bones

Pardon me, but can you fully express your irritation/disgust concerning Chick beer? I don't understand what could be the cause of such rage.

There are tons of people that can articulate why this is messed up way better than I can, but I’ll do my best. I’m going to try and not get into how sexualized and gendered advertising is to begin with (diet foods aimed towards women, beer and burgers towards men etc.) you can check some of that out here. 

The reason I cared enough to post something like this on my blog mostly has to do with the fact that i’ve gotten big into beer lately.

Chick Beer is sexist not only because it alienates men, which they admit is 75% of the beer market, but it purports to know what kind of beer I, a female craft beer drinker, should like. Which is apparently a tasteless, light lager (with only 90 some calories, because I should watch my weight too!) 

I’ve been told when buying stouts that “my boyfriend will really like it” or “oh, he’s so lucky to have a girl buying beer for him.” Right, because there is no possible way I would be going home to drink such a beer myself. There’s often a tone of surprise when I say that I love really hoppy beers. The fact that I drink dark or hoppy craft beer is so alien to some dudes, to the point of almost being fetishized (“it’s so hot that a girl likes good beer!” or “wow, I’d marry a girl who can talk hop varietals with me.”) [these are actual quotes, people] So maybe that’s why this hits so close to home? 

Marketing light lagers to women perpetuates a stereotype that our palates are somehow less attuned to stronger flavors. We aren’t part of a craft beer community because we clearly can’t handle beer beyond Bud Light with a pink label. If you want to bring women into the craft beer movement, throwing a pretty label on a generic lager won’t do it. Especially when you are also telling women that these thousands of great, flavorful, varied craft beers aren’t for them. 

Sorry that this was basically an angry stream of consciousness. I did my best. But seriously, what do you think about it? Does it bother you, as a man, that some beers are marketed toward you? And they define you largely as a male who is heterosexual, loves meat and football, and is somewhat dimwitted since you’re usually blinded by your desire for sex and beer? Does that not seem kind of unfair to you? 

[I’d also like to just point out that there are a shit ton of bitches doin’ big shit in beer. Like Tonya Cornett and Kim Jordan just to name a few.]

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feminism sexism beer advertising ask craft beer