Makers of 'beer for her' defend brew from sexism accusations

By Ben Hooper

A post shared by Aurosa (@aurosa_official) on

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July 25 (UPI) -- A Czech brewery that sparked backlash online for marketing a pink-bottled beer "crafted for her" said it did not intend for the product to offend.

The brewery behind the Aurosa beer, which was marketed to women as "the first beer for her," has faced widespread criticism on social media for what many -- including female beer fans -- described as sexist branding and marketing.


The brew comes in a pink bottle and the company says it was "born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity."

The company responded to the backlash on its Facebook page July 13.

"Beer, wine or any alcohol has no gender," the post reads. "However, the beer industry is largely dominated by men. And culturally, even as more women enter the industry as brewers, pub owners, drinkers, beer can still pretty much feel like a masculine affair."

The post blasts the "tasteless and sexist marketing" of other breweries, blaming society's "misconception that women do not like beer or that it is a man's drink."


The makers of the "premium lifestyle beer" offered an apology for causing offense in another post, while still defending the beer

"We really value everyone's opinion and wanted to thank all of you for sharing it. Our goal is to create a beautiful product in order to celebrate women's femininity and elegance. If you don't find yourself in favor of it, we are truly sorry to not have you on our side, however, we remain truthful to our product. Aurosa was not intended to offend anyone's views or feelings. Thank you for being a part of the discussion."

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