Beer is in the midst of a cultural shift – the craft beer industry is booming and beer tastes are changing for men and women. Despite some growth in the female beer market, it remains that only 25 – 29 percent of American ladies like beer.
Historically, brewing was considered the responsibility of women. Back then, brewing was mainly done in the home. Starting in the 18th century, beer became a major business, and quickly became dominated by men. Despite gains, beer continues to be seen as a man’s drink and business. This fact is perhaps most evident by the way beer is marketed, aka the sexy pin-up or Bud Girl. Most often when beer is marketed to women it is low-calorie, “lite” beer. Even the craft beer industry is guilty of this kind of beer sexism. Take, “Tramp Stamp,” a Belgian IPA brewed by the venerable Clown Shoes out of Massachusetts. If the name and label isn’t telling, the description is even worse: “Like a stamp on a tramp, this beer is about not so subtle seduction. Soft but complex malts, Chambly yeast, sweet orange peel, Columbus, Amarillo, and Centennial hops have merged to create a bodacious Belgian IPA.” Not only is the beer clearly intended for men, this wreaks of “not so subtle” female objectification. This is only one of many examples.