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The Trouble Brewing Over a 'Beer for Her'

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A Czech beer company has entered the running for maker of arguably the most unnecessarily gendered product of all time.

Billed as a “premium lifestyle beer” that’s allegedly brewed in a castle in the Czech Republic, Aurosa comes in a marbled gray bottle, modeled on Instagram against backdrops that are almost entirely you-know-what pink, and according to its website, is the first-ever “beer for her” as well as a “representation of a woman's strength and a girl’s tenderness,” which is a) confusing and b) kinda gross.

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Christmas time at @luxurybagsprague ❤️

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The description continues, “the two contrasting tempers, present in the female essence, are depicted through the elegant design yet the strong, unfiltered taste.” But wait, there’s more!

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Here’s where “Aurosa for Her” starts to bill itself the lager of leaning in: “Aurosa was born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity. Women have been disregarded in the beer industry but owing to determination and faith in herself, Aurosa is set to redefine the perception of beer.”

“She stands for all phenomenal women, she stands for all their successes and beautiful moments. She is here to remind them how important and exceptional they are. She is here to celebrate femininity in all its forms. Aurosa is a beer created by woman for women.”

The whole thing is cloying in its attempt to use fake feminism as a sales technique when really, all Aurosa wants women to do is lean into all those times people asked us “Are you sure you can finish that whole thing by yourself?” and everything that ever followed the phase, ‘For a girl, you’re pretty good at…”

The Women Who Feed Us
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The Women Who Feed Us

This whole mess was flying pretty much under the radar until last week, when Aurosa debuted in the UK, accompanied by the hashtag #BeerForHer.”

As it turns out, women had a strong and not particularly tender response to the discovery that all the beer they’ve ever had up to this point was apparently only intended for male consumption.

What do you think of a 'beer for her'? Tell us in the comments.

Tags: beer for women, millennial pink