THE BEER-DRINKING WOMAN

Recently, a press release landed in my inbox about a “Love Beer Campaign,” aimed at getting women to drink more beer. The campaign was launched by the Brewers of the Netherlands, so it makes sense that they want to get more women into beer, as more consumers mean more revenue. But of course, they don't package it that way, because according to the press release, they aim to break the stigma surrounding women and beer.

“Women have negative associations with other beer-drinking women – think of ‘not feminine’ and ‘not elegant/attractive’ – while men do not experience this,” the press release tells me. Men actually find beer-drinking women fun and relaxed, so in that regard, it should be fine. Furthermore, I learn that the choice to order a glass of beer is primarily determined by the factor of ‘sociability.’ Because, “the social character of beer is, after the taste, the main reason for men and women to choose beer.”

“the social character of beer is, after the taste, the main reason for men and women to choose beer.”

Now, while reading this press release, I felt a strong opinion rising. I personally love wheat beers, specialty beers, and generally beer, but I was surprised that it is necessary to launch a campaign to get women to drink beer. Yes, okay, to earn more money, but I actually find it quite condescending and patronizing. And there are double standards at play. Because men can shout as loud as they want that they think it's cool and relaxed when a woman drinks beer, that woman still has to be very feminine, well-groomed, and sexy to compensate. Although they would never say it that way themselves. It's about being a hot chick who is also cool and drinks beer. So high heels with beer, long hair with beer, big breasts with beer, that kind of thing.

Moreover, why should men decide what women should drink? The fact that the press release literally states that a man's opinion on a woman's beer drinking is seen as decisive is actually ridiculous. Essentially, the story goes like this: “women, you don't drink beer because you think men won't find you attractive anymore, but don't worry! We actually find you very attractive when you drink beer!” So it starts and ends with the man's opinion, the man that we women all want to please.

Can women please just choose what they want to drink? And if those brewers want to earn more money, they should just make sure that men drink even more, then there will be more gin and tonics left for us, so that's only better.