A beer created specifically for women (#beerforher) has generated backlash from its target market, with female consumers scoffing at the concept developed to, “Celebrate femininity in all its forms.”
Czech beer brand Aurosa’s idea to create #BeerForHer was not well-received on social media after the product launched in the UK last week.
Pitched as a “premium, lifestyle beer,” Aurosa comes ‘elegantly packaged’ in a pretty grey bottle, and, according to the company’s Instagram, “Is the epitome of the contrast between the world of a strong man and a woman’s delicacy.”
But during its recent launch in the UK, lady drinkers weren’t ready to indulge the product’s messaging.
“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 aftertaste.
Meanwhile, in response to the backlash, Aurosa defended its gendered marketing by writing on its Facebook page, “Aurosa was never intended to take part in sexism, feminism or the like. It was never intended to dictate what women should or shouldn’t drink. We are simply a brand that wants to offer beer in an elegant and beautiful bottle, something that has not been done before, for those women who want it and who’s [sic] lifestyle we fit.”
Aurosa is hardly the first “female-friendly” beer created to try to corner a major beer-drinking market. In 2011, Molson Coors launched a beer called Animee, which was pitched to women as lightly sparkling, finely filtered and fresh tasting.
Animee was launched to try to succeed where another girlie beer, Copenhagen, failed.
Both were ultimately pulled from shelves.
The beer industry would benefit from increased female market representation, but a “shrink it” or “pink it” strategy only exacerbates the problem. Marketing to women starts with great products. Start with a great beer and the female market will respond.