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Beer created for women sparks online outcry

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A beer created specifically for women has generated backlash from its target market, with female consumers chiding the concept developed to “celebrate femininity in all its forms.”

According to the company’s website, Aurosa’s #BeerforHer is “a representation of a woman’s strength and a girl’s tenderness. Born and brewed in castle Rychvald, East of Czech Republic, our beer was destined for sophistication and elegance.”

Brewery owner Martina Šmírová believes that women have been shut out of the beer industry, and her goal is to give women proof that they can succeed anywhere without “having to adapt and sacrifice their natural femininity.”

When UK beer drinkers got hold of the pink marbled bottles the beer is served in, however, they had some different opinions about it. Many were downright offended by the insinuation that regular beer wasn’t for women, and by the idea that they’d been reduced to a marketing ploy.

 

“This #beerforher malarkey mocks every woman struggling in this industry. We don’t need patronising, Aurosa,” wrote one Twitter user.

Over on Instagram, the product received similar reactions.

“This is the dumbest thing I’ve seen in a while. This is a joke, right?”

“Hey, 1953 called, they wanted their gender stereotypes back…”

Brewed in the Rychvald castle in the Czech Republic, the unfiltered, semi-dark beer is made with locally sourced hops from the Zatec region, water from Ondrejnik Mountain and Viennese malt, to produce a soft caramel after-taste.

The brand has since responded to the public outcry in a Facebook post, saying, “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 is hardly the first female-friendly beer created to try to corner a major beer-drinking market.

In 2011, Molson Coors launched a pink, “girlie” beer called Animee, which was pitched as lightly spakling, finely filtered and fresh tasting.

Animee was launched to try and succeed where another other girlie beer, Copenhagen, had failed.

Both were ultimately pulled from shelves.

2 Comments

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