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Reasons: Why No One Marketing Craft Beer To Women
Thorny Devil wants you to live and learn all about beer, Australia’s best craft beer: so we give you all the craft beer news = globally; hope the following article helps you understand more about beer and the best craft beer.
Craft beers have a penchant for colorful names, and it’s no secret that sometimes, those names go too far. Take, for instance, Flying Dog’s “Raging Bitch” IPA, or Clown Shoes’ “Tramp Stamp” Belgian IPA. Both men and women have called out craft brewing’s immature sense of humor on the internet. But within the industry, there doesn’t seem to have been a lot of soul-searching or pushback.
Jim Caruso, CEO of Flying Dog, defended the name “Raging Bitch” at an event in November by pointing out that they use El Diablo yeast to make the beer. “It’s a raging yeast,” he explained. “It ferments very aggressively. Bitch is a dog. Raging Bitch.”
That Caruso would defend the name is unsurprising. “We don’t want to look like we’re getting boring,” he explained at the event about the art for the beer. But his defensiveness continued — and expanded. “Yes, we know there’s other connotations,” he went on, “but we chose that name and all of the ladies at Flying Dog voted unanimously to do this beer with that name.”
His claim — that women in the industry don’t seem much bothered by the rather explicit titles of craft beers — seems to be true. In a 2015 story on craftbeer.com, Julia Herz, program director of the Brewer’s Association, wrote that sexist labels are “just rare bad examples in a much larger sea of good.” Beer has no gender, writes Herz, and “the controversy over sexism in beer advertising is isolated to just a few offenders.” As of 2014, women consumed 32 percent of craft beer produced in the U.S., Herz writes.
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