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Gender marketing


Punk to Pink

Brewdog Pink IPA

This really caught my eye as BrewDog Punk IPA is my favourite ale. When I saw BrewDog Pink I was intrigued. BrewDog Pink? What’s that all about? I soon discovered that BrewDog has just launched Pink IPA to try and attract female consumers and aimed to represent a stand against lethargic, gendered marketing.

Off the back of this launch BrewDog is looking to develop a series of initiatives to highlight the gender pay gap. Pink IPA – Beer for Girls will be branded in shocking pink to leap off the shelves at its target audience. And for the next four weeks, 20% of sales from the brand and my favourite Punk IPA will be donated to the Women’s Engineering Society (WES). The brewer is also offering a 20% discount to women who buy Pink IPA in its bars as a means of fuelling conversations about unfairness.

BrewDog Pink IPA Bar

The company will use the pledge to also try to attract female talent to its operations developing a new wave of diversity in brewing. They want to accelerate change by empowering more women to make their voices heard, calling out to industries and employees that need to do more. With Pink IPA, BrewDog are making a statement the only way they know how – with beer, and it will go on sale in South Korea, Ireland, Germany, USA and The Netherlands.

Apparently, sexism in the beer industry is rife which prevents plenty of talented women entering into the industry. There is a long history of products that pander and patronise through harmful, sexist stereotypes and vulgar imagery, which BrewDog wants to put a stop to.

The creative industry however, I don’t think is gender biased. Whether you are male, female, or any gender in between, whoever is the most creative and has the more responsibility commands the higher salary.

I like what BrewDog are trying to do, but will it work? How many women venture down the beer isle in supermarkets looking for a Beer for Girls? And I’d be really interested to see exactly how much WES receive after the four weeks is up.

But for now, the love of beer is not gendered. Beer is universal. Beer is for everyone!

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