This morning Melissa Cole drew our attention to this new advertising campaign by Manchester-based brewery, JW Lees.
Where do I begin? The assumption that only men drink beer? That women are shrieking harridans who prevent men from going out for a drink with their friends? Or that men are untrustworthy louts who lie to get their own way? You get the picture.
When I see things like this, I seriously cannot believe that we still live in a world where enough people thought this was a decent enough idea to go ahead with it. The attempt to push it on social media with a hashtag is even more offensive. Let’s spread the casual sexism and give it some real exposure. Fantastic. I know you’ve been around since the early nineteenth century, JW Lees, but what century do you think it is now?!
What baffles me the most about sexism in beer marketing is that breweries continue to alienate potential female customers. Yes, we know that there are a lot of women beer drinkers (and indeed brewers, sommeliers and writers) who will merely roll their eyes at this and move on to their next pint, but I’m not talking about them. Marketing like this solidifies the incorrect stereotype that beer is a man’s drink, and many women will continue to live in ignorance of beer’s fabulousness if we don’t remove barriers to entry. Women bombarded by this kind of bullshit may never build the confidence to go up to the bar and ask for a pint, even if they wanted to.
I #BlameJohn, and whoever else came up with this shit idea.