The first 'beer for women' faces backlash

Aurosa beer. Picture / supplied.

A beer marketed specifically at women is facing a major backlash online with social media users branding it "sexist" and "stupid".

The beer, brewed in the Czech Republic, comes in a pretty pink bottle and has been marketed as the "first beer for her" by creator and founder of Aurosa, Martina Smirova. She said the beer was a "representation of a woman's strength and a girl's tenderness".

The firm's website adds that "Aurosa was born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity".

But when the firm brought its beer - which costs €10 ($15.69) for a 330ml bottle - to London last week, it wasn't long before social media users poured scorn on the product.

One user named Liz Chambers sarcastically commented: "How can my weak womanly hands possibly cope with holding the weight of a pint glass?"

Another wrote: "This is not ok. Best re-evaluate my beer stash in case it's unsuitable."

Aurosa defended its gendered marketing by writing on its Facebook page: "Beer, wine or any alcohol has no gender. However, the beer industry is largely dominated by men. Brewers, men and generally, the society, have operated under the misconception that women do not like beer or that it is a man's drink. The tasteless and sexist marketing that brewing companies use illustrates that point clearly.

"Aurosa was never intended to take part in sexism, feminism or the like. It was never intended to dictate what women should or shouldn't drink. We are simply a brand that wants to offer beer in an elegant and beautiful bottle, something that has not been done before, for those women who want it and who's [sic] lifestyle we fit."

The backlash comes amid growing anger around sexist advertising.

This week Audi sparked outrage in China after it likened women to second hand cars in an advert. Many people criticised the German carmaker for stereotyping the Chinese family as one that is dominated by an over-bearing mother-in-law who rules over the submissive daughter-in-law.

The United Kingdom's Advertising Standards Authority (ASA) this week banned advertisements that encourage gender stereotypes such as women cleaning up after their family, or men failing to do housework.

Following a year-long inquiry the ASA has developed a set of tougher standards on adverts that portray "potentially harmful" gender stereotypes. From next year the new rules will be used to ban inappropriate adverts.