Tag Archives: sexism

Blame John… and the rest of your marketing department

This morning Melissa Cole drew our attention to this new advertising campaign by Manchester-based brewery, JW Lees.

Untitled

Screengrab taken morning of 5/11/14

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.

– PS

How should CAMRA campaign? Group responds in ‘sexist leaflet’ row

  • Organisation offers apology over leaflets some deemed sexist and says it wants to work with young members on new campaign.

The beer drinkers’ club CAMRA has apologised for any offence caused by recruitment leaflets it circulated to universities, which featured images of women in low-cut tops and dressed as pin-up models.

More: Read our original story on the leaflets

Keith Spencer, CAMRA’s Director of Membership, said that the leaflets had been withdrawn. “CAMRA’s recent young membership campaign has been met with both positive and negative feedback since its launch a few weeks ago. However, as a number of people have informed us they find the imagery sexist and are offended by this campaign, CAMRA has decided to withdraw this material from circulation.

“CAMRA takes all complaints very seriously and we would like to apologise for any offence this may have caused”

The campaign was discussed with young marketing professionals within CAMRA’s Young Membership Marketing Group, which is made up of men and women, and they supported this creative. However, CAMRA takes all complaints very seriously and we would like to apologise for any offence this may have caused,” he said. “Now that CAMRA has decided to remove this campaign, it will work with CAMRA’s young membership to create a new campaign. If any CAMRA members would like to feed ideas into this campaign then please email marketing@camra.org.uk

– ED

CAMRA offers to pull ‘sexist and insulting’ recruitment leaflets, but young drinkers demand public apology

Young beer drinkers have expressed outrage at a “sexist and insulting” series of recruitment flyers CAMRA has distributed to universities across the country.

The flyers, which aim to recruit new members to the real ale society, feature pictures of women in low-cut tops and dressed as pin-up models.

A copy of the leaflet reproduced on a website petitioning CAMRA to withdraw it

A copy of the leaflet reproduced on a website petitioning CAMRA to withdraw it

They were sent to university real ale societies to be distributed at Freshers’ Fairs.

The CAMRA Young Members board expressed their disapproval when they were consulted before print, but said they had been ignored.

Rowan Molyneux, a young beer blogger, said that she originally thought the leaflets were a hoax.

“What sort of people do they want to attract? Slavering ‘lads’, drawn to the organisation because of the use of attractive women as window dressing?”

Members who contacted CAMRA to complain were “brushed off”, she added, and the organisation rejected claims that it was being sexist because it had women in its board.

CAMRA has offered to withdraw the leaflets, but young members have called for a full public apology to the university societies that acknowledges “the sexist nature of the flyers”, an apology to the Young Members Board and the creation of a transparent complaints process.

A petition calling for action from CAMRA currently has 77 signatories.

Samuel McNamara, of the York University Real Ale Society, said: “We welcome everyone as an equal participant. Women are not window dressing for a boys’ beer drinking club.”

Matt Jones, who has worked on the committee of a university ale and cider society, said: “This campaign, with its sexist imagery, perpetuates the image of beer drinkers of lewd, old men that we have worked so hard to get rid of. Ale is for everyone, regardless of their sex, sexuality, age, race, creed and background.”

ICIP has approached CAMRA for comment.

-ED