This article is interesting and has been on my mind for the last 16 hours. I was unable to successfully post a reply at the website, so I’m using the next best outlet to express my thoughts – a blog I control.
There are several things about this new ‘androgynous’ beer that have me fired up, but I think the most prevalant is the fact that the beer is clearly being marketed more toward women than men. In a way I do not find appealing at all.
The beer claims to be andrgynous, but then the company’s representative goes on to make note of how this beer appeals to women… with a statement that not only makes women sound like shallow, pretentious fashion whores, but also makes no sense whatsoever:
As Carlsberg’s Jeanette Elgaard Carlsson says: “We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them.”
By this logic, women who like floral prints would order a bright colored drink, or women that always dressed in black power suits would order bourbon. My style is “beer lover”, plain and simple. This new beer and it’s ad campaign may be a shift from the gender stereotypes of beer marketing in the past, but it’s still stereotypical gender marketing.
And what about men? If this beer is truly andrgynous, what is their decision for drinking it? Surely it can’t be for the taste, but it’s hard to tell for sure. The advertisment doesn’t tell us what style the beer in the bottle is. Neither does the bottle itself. Gender-specific marketing aside, the packaging is a failure and an insult to those that enjoy beer as well.
As a beer drinker, the qualities of the beer will always win over the qualities of the bottle. And as a woman, I’m put off by the notion that I would match my beverage to my style. Thankfully, this beer will not be distributed in the United States, and now that I’ve gotten this off my chest, I won’t have to think about how sad this beer makes me again.