From Bic pens to razors, retailers have come under fire for creating pink products âjust for womenâ time and time again. But it seems they havenât learned their lesson.
Czech beer brand Aurosa has been branded âpatronisingâ and âf**king stupidâ by people on Twitter for creating a pink bottle to make #BeerForHer.
The beer, launched by entrepreneur Martina Smirova, was launched abroad earlier this year, but the backlash kicked off after it made its London debut last week.
On the Aurosa website, Smirova says the beer is âdesigned for the ladiesâ.
âAurosa #BeerForHer was created to support, encourage and connect women in their every day life, all while signifying that their feminine nature does not have to be compromised,â she says.
âI created Aurosa #FORHER as a reminder that women shouldnât forget that they can succeed in all aspects of life without having to adapt or sacrifice their natural tenderness and femininity.
âI was able to succeed in an industry that disregards women and in which it is very hard to start a business in, and many other women who chose to pursue their ambitions, no matter how impossible it all seemed, without sacrificing our nature.â
But on Twitter, people have said the beer is more âpatronisingâ than empowering.
In response to the backlash, Aurosa posted a status to its Facebook page, saying âbeer, wine or any alcohol has no genderâ.
âHowever, the beer industry is largely dominated by men. And culturally, even as more women enter the industry as brewers, pub owners and drinkers, beer can still pretty much feel like a masculine affair,â the company said.
âStatistically speaking, women are inclined to drink less beer. Why? Brewers, men and generally, the society have operated under the misconception that women do not like beer or that it is a manâs drink. This has been rendered into the media and the marketing system. The tasteless and sexist marketing that brewing companies use illustrates that point clearly.â
Aurosa added that it ânever intended to take part in sexism, feminism or the likeâ.
âIt was never intended to dictate what women should or shouldnât drink,â it said.
âWe are simply a brand that wants to offer beer in an elegant and beautiful bottle, something that has not been done before, for those women who want it and whoâs lifestyle we fit.â
The beer isnât the only pink product to make headlines recently. Last week Cards Against Humanity launched a âfor herâ set thatâs not only pink but costs more.
But the big difference between the beer and the cards is that the latter is a parody product, poking fun at the ridiculous, overpriced products aimed at women. Not thatâs a pink product we can get on board with.