| Offensive Labels by Victoria D. Garner Hello Bob and friends - I'm a female who loves beer. I've noticed my gender is usually in the minority when I go out to a beer centric pub or beer festival and that's fine with me. Also, from my experience women are in the minority shopping in the beer aisles at the store. And that is where even I have a problem. Far too many beers have outright sexist labels that are simply offensive to me and I hope to many other beer lovers regardless of their gender. Let me give you some examples. Lowell’s Route 2 Brewery makes Leg Spreader ESB and Stacked Double IPA. Gary’s 18th Street Brewery brews Sex and Candy IPA. New Albany’s New Albanian Brewing Co. sells Naughty Girl Belgian Blonde Ale. Maybe they think their being creative; I think they're being sophomoric. There are some critics argue that the highly sexualized branding objectifies women and promotes a culture of rape and sexual harassment. I don't buy that at all but I also don't buy those in the brewing industry that claim it's all just edgy, artistic marketing and people like me are too sensitive. The Stacked double IPA label features an illustration of a well- endowed woman wearing only a pair of underwear. The label of its Leg Spreader ESB shows a large-chested woman sitting with the brewery's logo between her spread legs. That's more than "edgy". I understand It’s just a name and for 8 out of 10 people might say it was the picture that got them to try that beer but trust me if your beer was that good you wouldn't need a label like that. I don't think Heady or Westy 12 or Bourbon County need an offensive label to sell their beer. I know a bit of beer history and realize that women have long been used in beer advertising, from the Rheingold beer girls of the '40s and '50s to the pinup era of the '50s and '60s to the bikini-clad women of commercials today ("Find your beach," Corona tells us). That marketing approach goes back to male-dominated saloons and taverns. Women generally were not a part of the drinking scene until after Prohibition, so much of the early brewery advertising was targeted to men. Understandable but even then it was more modest cheesecake and today's near porn. After Prohibition was repealed, the beer industry sought to improve its public image, A campaign by the United States Brewers Foundation from the '40s to the early '60s sought to distance itself from the saloon. Beer was portrayed as a product for both men and women to enjoy in a more wholesome, domestic setting. That's probably something a few modern breweries never would think of. Eventually the campaign was abandoned and brewers turned their attention back to men and the working class. I'm not sure why. If it was due to falling sales so be it but that doesn't justify today's beer names and labels that objectify women. There is a difference between laughing at and laughing with.. Labels that objectify women or any other group are not funny to them or should they be to anyone else. Beer names and labels get approved through the U.S. Department of Treasury's Alcohol and Tobacco Tax and Trade Bureau. While many of the requirements focus on proper labeling for alcoholic content, the rules do prohibit “any statement, design, device, or representation which is obscene or indecent.” The problem is that everyone doesn't share the same views on what is obscene or indecent. I'd like to salute one brewery that did change - 3 Floyds.. Its Big Tiddy Assassin was listed on some websites as one of the most sexist names and labels in craft beer. The label showed a salacious, red-headed woman. The beer has since been retired.. The Flemish style red ale was renamed Canus Invertus with the label depicting a demonlike character. In my opinion the issue goes beyond a single brewery. Wholesalers, retailers and consumers all can influence branding decisions. And of those three we consumers, female and male, have the final say. We should never underestimate our power in voting with our dollars. Yes, we consumers ultimately have the final say when we buy beer. I do not buy any beer with a sexist or offensive label. I hope you and your readers will consider at doing the same. Thanks Bob. ---------- Many thanks Victoria for sending me your article. You present a passionate argument in a most logical manner. Labels do not need to offend anyone. They can still be "edgy", exciting, funny, or whatever without resorting to being crass. I also agree that in the long run a brewery's success is based on the quality of their product not the packaging. Please write again. I'd like to invite everyone to send me their own columns about anything related to beer in any way just as Victoria did. I select the best and publish them here. So join in and get writing! Cheers! Bob |
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