Independent craft brewer BrewDog is taking on the global scourge of gender pay inequality and combating sexist marketing with the launch of a “new” beer: Pink IPA. Satirically dubbed Beer for Girls, Pink IPA is BrewDog’s clarion call to close the gender pay gap in the U.S. and around the world and to expose sexist marketing to women, particularly within the beer industry.
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. In the U.S., the brewer will also be serving the beer to those who identify as women for 80 percent of the standard retail cost of Punk IPA, mirroring the gender pay gap in the U.S. With the product being identical to the blue-branded Punk IPA, the brewer intends to trigger questions about why women continue to earn less than their male counterparts and offer them a discount on the beer equivalent to the gender pay gap.
“The beer industry has a duty to be representative of the people who drink beer,” said CEO of BrewDog USA Tanisha Robinson. “In practice, this means actively working toward inclusive work environments, rejecting sexist marketing and fighting societal stereotypes that push women away from spaces where beer is enjoyed. Pink IPA is our rallying call to brewers and beer fans to rise to the challenge and change the image of beer forever.”
Furthermore, for four weeks from today, BrewDog will be donating 20 percent (the gender pay gap in the U.S.) of its proceeds from canned Pink IPA and Punk IPA to causes that fight against gender inequality. Pink IPA will also be sold in the U.K., South Korea, Ireland, Germany, USA and The Netherlands. BrewDog is also using the Pink IPA campaign to call for clear and consistent reporting around calculating the gender pay gap and what businesses should do to close it.
“The fact that the gender pay gap is still an issue in 2018 shows that a lot of lip service is being paid, but not enough action is being taken to tackle inequality,” said BrewDog Global Head of Marketing Sarah Warman. “We want to accelerate change by empowering more women to make their voices heard and calling out industries and employees that need to do more. With Pink IPA, we are making a statement the only way we know how – with beer.”
BrewDog’s approach to tackling the gender pay gap acknowledges the root causes of the widespread underrepresentation of women in certain industries, particularly in science, technology, education and math (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.
“Anything that promotes division, exclusion or elitism is antithetical to what we stand for at BrewDog and what we believe beer should be about,” mansplained BrewDog Co-founder James Watt. “We exist to break down walls — physical and invisible — that prevent people from following their passions and enjoying great beer.”
As part of the Pink IPA campaign, BrewDog has launched brewdog.com/pink which provides information on the gender pay gap in different countries, as well as a video featuring women from the business, and detail on the charities that Pink IPA will support. DogTap USA will also be hosting a Female Tap Takeover on March 9 featuring craft breweries owned by women or with female head brewers.
Since 2007 BrewDog has been on a mission to make other people as passionate about great craft beer as we are. From the Headliner series, which includes bold, uncompromising pack leaders like the flagship Punk IPA, to the Amplified range (beer, but turned up to 11), BrewDog creates beer that blows people’s minds and has kick-started a revolution.