LIFESTYLE
27/03/2015 11:20 GMT | Updated 27/03/2015 11:59 GMT

Feminist Beer Aims To Tackle Gender Stereotypes And Put An End To 'Objectifying' Beer Adverts

When women appear in beer adverts, they tend to either be wearing bikinis and playing volleyball on a beach or winking seductively at a man across a bar.

They very rarely drink any beer themselves.

But, funnily enough, it's not just men or enjoy a nice cool pint on a warm day.

That's why a brewery in Brazil has launched Cerveja Feminista - a beverage that challenges the stereotype that beer is a "man's drink".

Bottles of Cerveja Feminista feature a definition of the word "feminism" as well a symbol for gender equality.

cerveja feminista

The product was the brainchild of activism group 65|10, whose name was inspired by a study that showed 65% of women in Brazil do not feel that adverts represent them fairly.

Speaking to fastcoexit.com, the group's founder Thais Fabris describes women who appear in typical beer ads: "She is either the waitress in the bar, a girl on the beach, or a prize the men get for drinking that beer.

"For us, it has many dangerous aspects, since it objectifies women and enables sexual harassment on a daily basis, on mass media. Even craft beers, which are also becoming more popular here, follow that path, with names like 'Fatlicious' or 'Forbidden Lady.'"

Last year, many accused a Heineken advert that aired on TV in Brazil during the European Championship of being sexist.

The advert - which was made in partnership with the shoe store Shoestock - offered women a 50% discount on shoes during the football match so that they'd leave their men in peace to watch the game.

And it's not just beer adverts in Brazil that are rubbing feminists up the wrong way.

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Here in the UK, a Courage beer advert was banned that showed a woman trying on a figure-hugging dress. A man - who looked unimpressed - appeared under the slogan "take Courage my friend".

Fabris created the new feminist beer as she believes adverts such as these shape the way people in society see themselves and each other.

"If we can stop advertising that stereotypes women, we are changing an important part of our culture," she said.

"It does not solve all the problem of machismo, of course - it has very deep roots in our culture. But it is one less part of this culture enabling this behavior, and that is a really important step."

H/T: The Independent

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