Sexism in advertising is nothing new, yet I still find myself taken aback every time I see “Skinny Girl” alcohol. Lately, I have seen many different manifestations of sexist alcohol branding, and it’s pretty difficult to stomach… and I’m not just talking about the hangover.
Chick Beer was the one that inspired the search, though it wasn’t the first time I’ve encountered this labeling. Chick Beer was found at a gas station somewhere in Wisconsin. It’s labeled as “premium light beer,” and we’re instructed to, “Witness the chickness.”
I’m not sure what the company meant by this slogan, and I have to wonder if the copy is written for the potential consumers or for people who are buying this beer for women. I’m curious as to the demographic who most often purchases this beer, but I have a hunch that a lot of men buy this for women, and probably many who are not old enough to purchase it themselves. Perhaps I’m reading too much into this, but I can’t imagine what sort of “chickness” I would be witnessing as I consume premium light beer.
Chick Beer seems to be reclaiming beer, but I have trouble seeing how making something pink and degrading does much for equality. Their first line says, “the world of beer is dominated by men.” I see that perhaps this campaign is trying to take back this particular realm of drinking; maybe it gives some women an opportunity to expand their horizons, but overwhelmingly, it creates another dichotomy to show that women are lesser than men. The intentions here might have been good, but the results are tired.
Then we have Mad Housewife wine, which is a fun one. Are we supposed to assume that this is mother’s new little helper? Women need this wine to keep their uteruses from making them do something crazy, like having their own thoughts.
Their website is fun, and full of confusing pictures; is she from the American Dream 1950s or is she a modern, cook-from-scratch hipster? It’s hard to tell. We know for sure that she loves cooking with her Kitchen Aid (okay, who doesn’t?) and when she stands in front of that school bus in her sensible chic outfit you know she’s being a good mom. But what does this have to do with drinking? Boy, I hope this wine keeps me from getting too hysterical!
I am going to continue to document this branding whenever I see it. Of course, I cannot capture all of it, and I have so far just starting with the names that stand out the most, not to say there aren’t many other forms of this branding that I’m neglecting. For now, I won’t touch the advertising campaigns and I’ll instead stick with the labels themselves. I’ve also made a point to not search for these images because there is a lot of potential here for future posts.
Keep an eye out for more sexist alcohol branding!