Backlash over Brewdog’s ‘satirical’ Pink IPA launch ahead of International Women’s Day
by Edith Hancock

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Beer fans have hit back at craft beer giant BrewDog after it launched a limited edition “Pink IPA” — a Punk IPA which has been bottled with pink labels describing it as “beer for girls” — to promote gender equality.
“Satirically” dubbed ‘Beer for Girls’, Pink IPA, which was released on Tuesday 6th March, is BrewDog’s “clarion call to close the gender pay gap in the UK and around the world and to expose sexist marketing to women, particularly within the beer industry,” said an emailed statement.

“BrewDog will be using its most iconic beer, Punk IPA, as a weapon in this fight, packaging it in lurid pink and renaming to Pink IPA – a send-up of the lazy marketing efforts targeting the female market.”

The brewer will also be serving Punk IPA beer with a 20% discount for women at BrewDog bars on 8th March.

It said that 20% of proceeds from the sale of its limited edition Pink IPA and regular Punk IPA bottles will go towards “causes that fight against gender inequality,”, including The Women’s Engineering Society, which promotes the role of women in STEM industries, and 9to5, which addresses the gender pay gap.

“BrewDog’s approach to tackling the gender pay gap acknowledges the root causes of the widespread underrepresentation of women in certain industries,” said the statement, “particularly in science, technology, education and maths (STEM).”

“As such, the brewery’s donations will go to causes that address current gender disparities and also seek to boost the number of young girls interested in a future in STEM industries. As the UK’s fastest growing craft brewer, BrewDog is particularly interested and invested in developing a new wave of diversity in brewing.”