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Aurosa: A Beer Designed for Women

There has been an exciting new development in the world that will unite women everywhere. A beer for women. Yes, you read that right. A Czech Republic brewery, called Aurosa, has developed a new beer specifically designed for women, which comes in a lovely pink marble bottle shaped oddly like wine.

The company cleverly trademarked the beer, “A New Beer for Her,” as if no women has tried other beers, let alone liked them. According to their website, the beer is “a representation of a woman’s strength and a girl’s tenderness. The two contrasting tempers, present in the female essence, are depicted through the elegant design yet the strong, unfiltered taste.”

The website goes on to say, “Aurosa was born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity.” Because beer really makes women feel like they are sacrificing some of their fragile femininity when they take a sip of regular “manly” beer. They of course add, “Women have been disregarded in the beer industry but owing to determination and faith in herself, Aurosa is set to redefine the perception of beer.”

Who knew women were sacrificing so much when it came to drinking beer, when all along, they could have been holding on to their natural femininity? Of course, the applause did not last for long after the beer launched in London, as many criticized the company for its sexist branding.

The company tried defending themselves on Facebook saying, “Aurosa was never intended to take part in sexism, feminism or the like. 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 lifestyle we fit.”

It seems important to note the company states on the website that women need to be shown how important they are with a brand new beer that is only for her. Because creating another boundary between women and men is really helpful and important when trying to empower women. They say, “She [the beer] stands for all phenomenal women, she stands for all their successes and beautiful moments. She is here to remind them how important and exceptional they are. She is here to celebrate femininity in all its forms. Aurosa is a beer created by women for women.”

Despite the backlash, Aurosa continues to market their beer with promotions like their limited edition bottles of Aurosa, which are sold in tote bags with the message, “Woman Power.” They also present some baffling memes that are most likely supposed to promote womanhood and girl power, but sort of leave you thinking, “That was oddly sexist.”

The memes include some real gems like “Closet like Carrie, money like Big,” “There is only one way to avoid criticism: Do nothing, say nothing, and be nothing,” Life is tough my darling, but so are you #GirlPower,”The most common way people give up power is by thinking they don’t have any,”Don’t assume a door is closed, push on it,” “Cry a river. Build a bridge. Get over it,” and of course, “A well read woman is a dangerous creature.” The last one might be recognizable in that our favorite villain from Beauty and the Beast, Gaston famously coined it.

It will be interesting to see what Aurosa and other beer companies will come up with next.

Featured Image by Andrey on Flickr

Attribution 2.0 Generic (CC BY 2.0)

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