When it comes to marketing, there probably isn’t much that surprises you anymore — especially when it comes to the alcohol industry. But one company has decided that women need their very own beer, essentially giving gals everywhere permission to down a drink they’ve been enjoying for years.
Introducing Aurosa For Her, a Czech beer that, according to the company, was created for women who are tired of not having a beer marketed at them in this manly world. (Because, you know — that’s stopped us from drinking it in the past.)
“Aurosa is a representation of a woman’s strength and a girl’s tenderness. The two contrasting tempers, present in the female essence, are depicted through the elegant design yet the strong, unfiltered taste,” reads the official description on the brand’s website.
Great. Because that’s what every female beer-drinker is going for in their brew — femininity. Delicious.
“She stands for all phenomenal women, she stands for all their successes and beautiful moments. She is here to remind them how important and exceptional they are,” the site continues. “She is here to celebrate femininity in all its forms. Aurosa is a beer created by women for women.”
It’d be great to actually meet these women… mostly just to ask what they were thinking.
Sure, it’s obvious that most beer commercials feature buddies drinking brews while scantily clad women look on with their own bottles. Usually when we see women drinking with their own friends, it’s pink rose or some other kind of wine or cooler. But really, wouldn’t this whole campaign have been better served if regular women were just shown drinking the product? Because… isn’t that the point of what Aurosa is trying to actually do?
Perhaps that’s why the company also launched the campaign with a huge social media push via the #BeerForHer hashtag. Unfortunately for them, it backfired pretty quickly when others seemed to share our reaction to the product though.
— Jennifer Barrett (@JBarrettNYC) July 20, 2017
— Faye Brann (@WriterFaye) July 21, 2017
This #beerforher malarkey mocks every woman struggling in this industry. We don’t need patronising, Aurosa.
— Suzy (@lincolnpubgeek) July 20, 2017
— Hoppy Hours (@hoppyhoursblog) July 22, 2017
— MRK (@rubyshoes19) July 13, 2017
In a statement to Mashable, Aurosa founder and CEO Martina Smirova defended the bottle and branding following the backlash, further explaining the company’s intent.
“What our message carries is different, we are here to support those women who like to celebrate their femininity and elegance, who want a nice glass of beer with their dinner and who enjoy something elegantly packaged,” she said. “That is all. We are giving them choice, we are giving them diversity and there should be nothing shameful against that.”
Shameful? No. Frustrating? Yes. What if a dude likes drinking drinks out of pretty bottles? Is this beer therefore not for him?
We’re going to call this one a hard fail. Sorry, Aurosa. While we believe your intentions were good, we’ll stick to the regular, old bottles of beer on the wall, thank you very much.