Get your sexist label off that brew [warning: autostart video]:
A popular beer festival in the U.K. is trying to encourage more female beer drinkers — and they’re attempting to do so by eliminating sexist beer names from their stock.
The Great British Beer Festival, which started August 6 and will run until Saturday, August 10, will no longer allow beer companies to bring in merchandise that disparages women with sexist names.
Of the beers that have been banned by the festival’s organizers at the Campaign for Real Ale (CAMRA) are Dizzy Blonde, Slack Alice (which is described as “a little tart”), Leg-Spreader and Village Bike, Metro reported. The ban also includes inappropriate designs of women on the beer labels themselves.
This is, I suspect, just the first step:
“It’s hard to understand why some brewers would actively choose to alienate the vast majority of their potential customers with material likely to only appeal to a tiny and shrinking percentage,” said Abigail Newton, the national organizer for CAMRA, in a press release. “We need to do more to encourage female beer drinkers, which are currently only 17 percent of the population, despite the fact that they make up more than 50 percent of the potential market.”
I can’t imagine them ever reaching 50 percent, but 17 seems awfully feeble. Then again, I’ve known some ladies who could put it away: younger sister, I swear, would have grown a third arm if she thought it would make her a three-fisted drinker.