Czech Republic-based ‘beer for her’ brand Aurosa is being slammed for its feminine approach to brewing.
Founder Martina Šmírová, is seeking to redefine the stereotype that beer is a male drink. She says that she created the beer “to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity.”
The Aurosa website notes that the brand is “representing a lifestyle that blends art and the craftsmanship of beer into a trendsetting community that breaks the beer stereotype.”
Coining the hashtag #BEERFORHER, Aurosa claims that “Women have been disregarded in the beer industry but owing to determination and faith in herself, Aurosa is set to redefine the perception of beer.”
The website adds that the beer stands for all phenomenal women, is here to remind women how important and exceptional they are and to celebrate femininity in all its forms. Sounds nice right?
Apparently not. This ‘female orientated’ beer has made a large Twitter community VERY angry. The Aurosa backlash, which was arguably kicked off by a prominent figure of the industry, beer writer Melissa Cole, has been fierce.
Cole attacked everything about the beer, from its colour to its concept, sparking others to do the same.
Beer company, Outlier Cartel tweeted: “#beerforher …? Nah, we’re into #genderneutral #beerforall get on with the program!”(@outliercartel). While others claimed “Women should be elegant if we expect a man to be a gentleman” – quote from the creator. Sadly, these are her views on men/women roles” (@FCSlattery) and “I don’t know whether to laugh or be insulted! Is it from the 70s? Is it real or spoof? ( I just checked, it is real!)” (@sharonmcteir).
Spencer Pritchard thinks that Aurosa is exacerbating the gender disparity in beer further: “My beef with @Aurosa_Official isn’t that it’s trying to circumvent sexism within the beer industry, it’s that it’s aiding it by division 1/2” (@SpenPritchard).
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On the other hand, there has been some defence and appreciation of the product, with one Twitter member claiming: “My bed drinks red wine and I’m drinking beer. This is what I call equality in our relationship #redwineforhim #beerforher #Heineken” (@EveTheSwede) and another stating “Just relaxing with a nice cold bottle of #Aurosa” (@TC_Cornesto).
Moreover, a comment by Eugenia Chvanova on a Drinks Business article about the product states: “I am shocked, how many negative and aggressive comments are coming mostly from…women. Being a woman I see nothing negative about beer in a feminine package.”
Indeed, the backlash is predominantly by women. But why?
Although the concept is well-intended, the backlash indicates that the execution is patronising for women who like beer and drink it regularly. From the comments, it is clear they do not want to be told that they need a ‘pretty and ‘pink’ beer specifically ‘for women’, or a beer that excludes gender identity diversities.
Smirova justifies the product by stating that her intentions were about women’s resilience in the industry, which has clearly been misunderstood.
“I 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”, she told Daily Mail.
She also noted on Facebook: “Aurosa was never intended to take part in sexism, feminism or the like. It was never intended to dictate what women should or shouldn’t drink. 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 [sic] lifestyle we fit.”
Do you think Aurosa has been misunderstood? If you want to see what the fuss is about, you can purchase it online here.
The ‘girly’ product that has received harsh backlash. Source: Aurosa website.
