Beer

The Trouble Brewing Over a 'Beer for Her'

by:
July 21, 2017

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.

Christmas time at @luxurybagsprague ❤️

A post shared by Aurosa (@aurosa_official) on

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.”

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Top Comment:
“If the marketing team was serious about making a beer for women they would have taken a hint from the Budweiser marketing team and put it in aluminum bottles. They wouldn't have made such a heavy bottle for us to hold onto. I mean, how do they expect me to pour the beer from this large heavy vessel into my teacup-sized chalice with my weak, feminine hands? ”
— Rachel
Comment

“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…”

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.

9 Comments

Ann July 28, 2017
Best way to know they failed? Don't buy it and don't talk about it...
 
Margaret J. July 27, 2017
Yes, yes--absurdly sexist and all that, but what does it taste like? Heavy on the hops? Alcohol level? Women want to know!
 
Rachel S. July 22, 2017
Let's remember who was primarily responsible for brewing in the first place... https://www.google.com/amp/s/www.theatlantic.com/amp/article/281338/
 
Maedl July 22, 2017
I never inew beer was reserved for male palates. fancy that I needed a marketing effort to tell me that.<br />
 
FJT July 21, 2017
#MarketingFail
 
Rachel July 21, 2017
If the marketing team was serious about making a beer for women they would have taken a hint from the Budweiser marketing team and put it in aluminum bottles. They wouldn't have made such a heavy bottle for us to hold onto. I mean, how do they expect me to pour the beer from this large heavy vessel into my teacup-sized chalice with my weak, feminine hands?
 
Kayleigh July 21, 2017
This is the best comment. <3
 
cv July 21, 2017
I wonder if this product is somehow related to these "BIC For Her" pens.<br /><br />https://www.amazon.com/BIC-Fashion-Retractable-Assorted-Fashion-FHAP21-ASST/dp/B005YGLA5Y<br />https://www.amazon.com/dp/B005PFESMG/ref=psdc_6156513011_t1_B005YGLA5Y<br /><br />Read the reviews. :-)
 
Windischgirl July 21, 2017
The 'Bic for Her' was the also first thing that came to mind for me, CV. Maybe the Czech brewers are hoping for recognition by "The Museum of Failure"?