Beer is one of the oldest beverages humans have produced, dating back to at least the 5th millennium BC. Now, at long last, someone has finally got round to designing the product in pretty colours - just for the ladies.
Sadly, we’re not joking: Aurosa has done its utmost best to fill the beer-shaped hole in women’s lives by pouring their alcohol into a pink bottle.
Featuring a swirling, marble-like design and calligraphy-style label font, this bottle is a far cry from the brutish man beers of old. And, perfectly shaped and sized for our tiny mitts, it ensures that our “feminine nature does not have to be compromised” whilst having a swig.
Unsurprisingly, the beverage has been slammed as “patronising beyond belief” – and women have taken to Twitter in their hoards to call the Czech company out on their sexism.
Weirdly, the world’s first “beer for girls” was actually created by a female entrepreneur called Martina Smirova.
And her worrying justifications for designing the product is emblazoned across the brand’s website.
“Aurosa #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,” she says.
Smirova goes on to make some incredibly sweeping (and seriously old fashioned) statements about her own gender, explaining: “I created Aurosa #FORHER as a reminder that women shouldn’t forget that they can succeed in all aspects of life without having to adapt or sacrifice their natural tenderness and femininity.
“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.”
Aurosa has responded to the backlash, taking to their Facebook page to point out (quite rightly) that “beer, wine or any alcohol has no gender.”
Unfortunately, though, the brand then goes on to excuse itself from criticism, insisting: “However, the beer industry is largely dominated by men,” they say. “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.
“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.”
Aurosa finish by saying: “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.”
We can only hope that the brand’s obvious blunder has taught them, in no uncertain terms, that that there is no place for gender stereotyping in today’s market.