Are you a woman who secretly enjoys beer yet can’t find one girly enough to suit your needs? Would you enjoy beer more if it were pink, low in carbs, and super sweet? Well never fear, because Chick Beer is here! Created by a woman, Chick Beer is designed to appeal to the 25% of the market made up of lady beer drinkers. In theory, marketing a beer to women is a great idea. Many women (myself included) like beer, and most domestic beer ads completely ignore this fact, choosing to market their beer with sexism and homophobia instead (beer! it’s for cis men!). In practice, however, Chick Beer takes the stereotype that beer is for men and… reinforces it. By making beer that looks more like the cover of a Shopaholic paperback than, well, beer.
Curlz MT: Don’t make a product for women without it!
The femmefest doesn’t end with pink curly font and a label designed to resemble “the beautiful shape of a woman in a little black dress,” either. The beer is low in calories and carbs (because women hate carbs!) and is sweeter than a typical beer (because women don’t actually like beer!). According to user reports, the brew itself is actually pink, and the six-packs are designed to make it look “like you are carrying your beer in a hip stylish, purse.” Because why carry a six-pack of beer when you could carry a six-pack of beer that looks like a purse?!
Oh that’s beer? Why I thought you just had a hip, stylish purse!
With a tagline that reads, “Witness the chickness!” and marketing text that declares, “We love Chick Flicks, Chick Lit, and now we can love Chick Beer!! Enjoy!” it’s clear that this product is for “chicks.” That in itself is annoying (at least to me, a woman who does not identify as a “chick”), but the fact that this is meant to subvert the dominant beer paradigm is what really pushes it over the border into Douchecountry. Feminists and beer-loving (and making) women have been asking for less sexism and more respect when it comes to beer for ages now, and Chick Beer is doing just the opposite. Instead of creating a product that leans on the very bullshit we’d like to forget (women don’t like beer because of the taste and the bottle and the fact that it doesn’t have anything to do with chick flicks or whatever) I wish the woman behind Chick Beer had created a product with a marketing campaign that respects women as the beer lovers many of us are. We don’t need bottles that look like little black dresses, and we don’t need pink fizzy lite beer either. Now if you’ll excuse me, I, a woman, am off to drink a gender-neutral, beer-tasting beer (gasp!). Care to join?