Brewdog Pink
BrewDog has launched a Pink IPA, satirically named Beer for Girls. Credit: BrewDog.

Scottish craft beer maker BrewDog has launched a Pink IPA, satirically named Beer for Girls, to highlight gender pay inequality and expose sexist marketing to women, particularly within the beer industry.

The new beer, which is identical to the company’s blue-labelled Punk IPA, has a pink label and will be cost 20% less for women than for men.

The company will also donate 20% of profits from sales of its Beer for Girls and Punk IPA bottles to charitable causes who work to counter gender inequality and seek to increase the number of young girls entering science, technology, education and maths (STEM) industries.

BrewDog global head of marketing Sarah Warman said: “The fact that the gender pay gap is still an issue in 2018 shows that a lot of lip service is being paid, but not enough action is being taken to tackle inequality.

“We want to accelerate change by empowering more women to make their voices heard and calling out industries and employees that need to do more. With Pink IPA, we are making a statement the only way we know how – with beer.

“We want to accelerate change by empowering more women to make their voices heard and calling out industries and employees that need to do more. With Pink IPA, we are making a statement.”

“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 USA CEO Tanisha Robinson said: “The beer industry has a duty to be representative of the people who drink beer. In practice, this means actively working toward inclusive work environments, rejecting sexist marketing and fighting societal stereotypes that push women away from spaces where beer is enjoyed.

“This is our overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women. Pink IPA is our rallying call to brewers and beer fans to rise to the challenge and change the image of beer forever.”

Beer for Girls is currently available online and in UK bars. It will also be sold in South Korea, Ireland, Germany, the US and the Netherlands.

The company has also launched a website, which provides information on the gender pay gap in different countries.