Debating “Chick Beer”
In September 2011, a mother of five from Maryland began brewing up a lot of controversy with her latest product, “Chick Beer”. A company that prides itself for being the very first beer created by a woman, each bottle of Chick Beer comes in a six-pack resembling a purse, wears it’s own little black dress and pink label, amounting to only 97 calories and 3.5 carbs. Although Chick beer undoubtedly fills a marketing gap by selling beer specifically to women, this product has been criticized as sexist. Life writers Domenica Condie and Matthew Grant debate.
What isn’t there to say about the positives of ‘Chick-Beer’. Of course women want something to call their own. They want something distinguished and unique, or something that alienates and segregates. This next product is really a step forward in women’s rights, something that has been fought over for generations. Why have beer a unisexual, common beverage when you could make it more girly and pink! Nothing says you’re an “independent, smart, fun-loving and self assured women” than a nice, cold glass of segregation. By why stop there with this revolutionary idea? Why not take it the next step further with this advancement? Why not sell something that society really could catch on with such as “Dude-Wine” or “Bro-Cocktails”? These types of beverages will break the large, important and substantial issue that is gender and beverage coercion.
The issue is not that current advertising makes beer appear masculine — no, no, no, that is far too simple and understandable. It must be about the product. The only answer for a tasty beverage for women who do not like beer, is more beer! But pink! Nothing makes the false advertisement of beer being masculine more potent than a beer for women. Surely making a woman-friendly beverage won’t make the issue even more visible. Heck, with this radical advancement, woman could gain a lot more independence for themselves in the food and beverage industry, or even the world. Women need this predetermined choice of Chick Beer, after all, it’s not really about what beer they want, but what beer they should be having.
Chick Beer, “the only American beer just for women,” is an extremely sexist and demeaning product to men. That particular claim, along with slogans like “Witness the Chickness” demonstrates the complete disregard for consumers’ intelligence and the continuation of stereotypes that label, separate, and discriminate.
As a male beer-drinker, I am deeply offended by this product. I can read, ladies, and I can see those three hateful words: just…for…women. Congratulations, you’ve created yet another product that I will never be able to experience in a social environment. Once again, the consumer culture in which we live has reinforced the stereotype of the red-blooded, beer-gutted, North American male. Of course I love drinking beer that makes me fat and bloated. Of course I love the taste of heavier, more ‘manly’ beer. Why wouldn’t I? It’s not as if I had any sort of personality or individual preference when it comes to my drink of choice. I drink what media advertising tells me to, an ice cold, heavy beer while I lounge at the cottage and watch women swim around in bikinis. Why wouldn’t I enjoy a beer that only has 97 calories and doesn’t taste terrible? What is it that stops me from having fun and enjoying a nice cold light beer while watching my weight? It is products such as Chick Beer.
A name like that, alongside the pink packaging and feminine design, ensures the exclusion (once again) of the most heavily stereotyped group in Western society. It happened with leggings, girdles, and purses. Today there is still a stigma haunting the male bra industry. Culture is constantly putting labels on us, forcing men into confined gender roles that leave no room for anything but the ‘bro’ in the commercials. Chick Beer is just another way for women to define what a man should be.