The 1950s will tell you, beer is for men and cleaning is for women. But women have came along way since baking and bleach- they can even buy their own property now. In the modern 21st century, women drink beer too.
The American non profit trade group, The Brewers Association, has announced that it will begin to take steps to encourage more diversity in the industry and “crack down” on “offensive” beer labels. They’ve added two lines about marketing beer in the Advertising & Marketing code so brewers don’t do the following:
- contain sexually explicit, lewd, or demeaning brand names, language, text, graphics, photos, video, or other images that reasonable adult consumers would find inappropriate for consumer products offered to the public; or
- contain derogatory or demeaning text or images.
This will mean labels like the above and that misjudged Budweiser campaign will not be acceptable. They have also formed the Advertising Complaint Review Panel which will review every beer that is entered into the World Beer Cup and the Great American Beer Festival. Voters also have the opportunity to put forward complaints to the panel. The offenders will still be able to win, but are not allowed to use the award on their label.
According to DraftMag, the BA’s craft beer programme director Julia Herz said, “We wouldn’t skip it; they still win the medal. They earned that medal or award. We will relay how they won that medal without announcing the brand name itself.”
Herz continues, “There’s now a complaint process, though we would expect the brewery member to have already tried to address the complaint brewery to brewery,”.
They have also revealed that there will be a Diversity Committee chaired by Freetail Brewing Co’s Scott Metzger. The Committee will aim to make craft beer more accessible to women and racial minorities through products and jobs.
“One thing the diversity committee will potentially focus on is the creation of a scholarship, formed with board of director backing, to encourage a more diverse group of applicants into craft brewing community jobs,” Herz says.
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