It is a truth universally acknowledged that the fairer sex drink rosé, while gentleman drink beer. Rosé is flirty, fizzy, pink; beer is heavy, easily downable, a manly shade of amber.
So imagine our delight when we discovered that “the first beer for her” has finally hit the market, perfectly catered for our highly specific and oh-so-ladylike tastes.
Presenting Aurosa, like Sleeping Beauty’s real name Aurora only with a ‘s’ not an ‘r’. Could it be more suited to princesses?
The Czech-based company behind this revelation describe their saviour beverage as “gracefully feminine” so you needn’t worry about breaking out of our beloved gender stereotype when next enjoying a tipple with friends. Oh and it is 10 euros a bottle. For 330ml.
In case you somehow missed the sarcasm, we are not the biggest fans of this idea. This beer is sexist and this beer sucks. People have been branding it “patronising” on Twitter and they are right.
The bottle might look “elegant and beautiful” (albeit more than a little pretentious), but it’s tone-deaf to assume that a woman would only drink something if it matched a conventional feminine aesthetic she may not identify with. While there is nothing wrong with appreciating a good-looking drink, the assumption that all women would rush to buy this beer over any other purely for its packaging is insulting.
“How can my weak womanly hands possibly cope with holding the weight of a pint glass?” wrote one Twitter user, while a bloke called Bill rightly noted that such idiotic stereotyping “hurt us all”.
Honestly, the only #BeerForHer I'd be interested in is one where women don't get blamed for what happens to them once they've drunk it
— Jess Devonport (@neverjessie) July 20, 2017
#beerforher? Really? Wasn't aware my vagina stopped me enjoying a decent bitter. You live, you learn. Ffs
— Dawn Sinclair (@dawntigga) July 20, 2017
Responding to the backlash in a Facebook post, founder Marina Smirova insisted that the dodgy drink was “never intended to dictate what women should or shouldn’t drink”.
“Beer, wine or any alcohol has no gender. However, the beer industry is largely dominated by men and culturally, even as more women enter the industry as brewers, pub owners, drinkers, beer can still pretty much feel like a masculine affair,” read the message.
“Statistically 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 man’s 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.
“We 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 who’s lifestyle we fit.”
The company added that it “never intended to take part in sexism, feminism or the like”. Does that last part even make sense to you? Us neither. If you’re advertising a pink beer aimed solely at women you’re being sexist (plus hey, men can like pink too, it’s a goddamn colour) and if you don’t want to associate with feminism – also known as the drive for equality – then, well, that’s just embarrassing.