Taking aim at the gender pay gap
At BrewDog, we have always believed that beer is for everyone, and equality is a fundamental right. So today we are launching a clarion call to end the discrimination of gender pay inequality. In the UK men earn on average 20% more than women. And that’s not ok.
So ahead of International Women's Day this Thursday, we are launching Pink IPA. A beer for women. A beer for equality.
Satirically dubbed Beer for Girls, Pink IPA is BrewDog’s clarion call to close the gender pay gap in the UK and around the world and to expose sexist marketing to women, particularly within the beer industry. This is our overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women.
For the next four weeks, we are offering Pink IPA. Inside the bottle, it is the exact same beer as Punk IPA. But on the outside, it looks different. This is a reflection of the situation around the world relating to gender imbalance – Pink IPA is our effort to raise awareness of the current, unwelcome, status quo. At BrewDog we are committed to a workplace free from inequality of any sort.
To reference the gender pay gap, 20% of the proceeds from Punk IPA and Pink IPA sold over the next 4 weeks will be donated to charities that fight inequality and support women. In the UK, we’re supporting the Women’s Engineering Society. In America, the pay gap is 19%, and the charity receiving that portion of proceeds will be 9to5. Read more about our charity partners and find the gender pay gap in your country here.
What’s more, people who identify as female will be able to pick up Pink IPA in any BrewDog bar for 20% less. The beer will launch in our bars this Thursday 8th March to coincide with International Women’s Day.
The gender pay gap is one issue to which we are taking aim with Pink IPA. But we have a second problem that also warrants action. It beggars belief that in 2018 we are still seeing some breweries rely on sexist marketing to sell their beers.
Lazily targeting the female market with sub-par products designed by expensive research are inherently patronising. Depicting women in wholly unacceptable ways on labels is something we do not condone, and creating concepts that undermine women’s ability to enjoy beer (ANY beer) is both short sighted and restricts progression.
Pink IPA is our contribution to the ongoing debate around the representation of gender diversity within the beer industry. We want to change the image of beer forever; for the better. Pink, Punk, it’s all the same. Drink whatever makes you happy.
You can pick up Pink IPA from our online shop here, or in our BrewDog bars from Thursday, and if you identify as female you’ll get 20% off in bars.
Men? You pay full price. Reality really is that harsh.
Visit brewdog.com/pink to find out more about Pink IPA and the global initiatives aimed at closing the gender pay gap. Beer is amazing. But it should also be universal.