Scots beer maker BrewDog faces furious backlash over its ‘new’ cheaper Pink IPA beer for girls
The craft brewer has repackaged and renamed its most famous beer - the Punk IPA - as Pink IPA to highlight gender pay inequality across the globe
CRAFT brewer BrewDog's "new" cheaper beer for girls was intended to highlight the gender pay gap - but the stunt may have backfired.
The beer isn't new - infact, its just a repackaging and new name for its most famous tipple, the Punk IPA.
The craft brewer had good intentions but some think that it has missed the point, while others have been sticking up for the firm on Twitter.
The gaffe has lead to the Pink IPA term trending on social media website.
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One said: "Ok so I get what Brewdog are trying to do with the Pink IPA but if you have to give a lengthy explanation, your idea doesn't work."
Another added: "I think @Brewdog new Pink IPA backfired somewhat. As a female who avoids pink coloured items at all costs this is 1 beer I'll definitely not be buying.
"Their sarcasm definitely fell flat when there were so many other things they could have done."
While a third said: "So I get the whole 'Pink IPA' thing. I get the idea and I get the reasoning behind it. Fair play. But seriously, pink?"
BrewDog will be serving the beer for 20 per cent cheaper at its 31 pubs around the UK, as well as South Korean, Ireland, Germany, USA and The Netherlands.
A bottle of Punk IPA costs £1.80 and the pink labelled version will be available for four weeks - or until it sells out.
In addition proceeds from the sale of bottle Pink IPA and Punk IPA will be donated to charities fighting against gender inequality.
Sarah Warman, BrewDog’s head of marketing, said: “Sexism in the beer industry is rife. We can no longer ignore that its existence prevents plenty of incredible women joining our eclectic and exciting industry.
"There is a long history of products that pander and patronise through harmful, sexist stereotypes and vulgar imagery, and we’re rallying to put an end to this nonsense.
"The love of beer is not gendered. Beer is universal. Beer is for everyone.”
BrewDog is known for its advertising gimmicks which has seen the business turn into an international company.
It is also giving away free pints of beer throughout March.
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There are also plans to open a craft beer hotel in Scotland next year.
The brewer has created a site informing people about the gender pay gap ahead of International Women's Day on Thursday 8 March.
In the UK, the gender pay gap - which is the average amount that men are paid more than women - is between 18 and 20 per cent.
In 2016, the Office for National Statistics launched an interactive tool which reveals the gender pay gap in a host of sectors and roles.
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