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引人深思的“啤酒”,才是好啤酒!第1张图片


Brewdog推出讽刺性的“女孩啤酒”,强调男女薪酬差距
BrewDog launches satirical "beer for girls" to highlight gender pay gap

由专筑网王帅,李韧编译

苏格兰布鲁多格(BrewDog)酿酒商在国际妇女节前发布了一款粉色品牌的“女孩啤酒”,旨在引发关于性别歧视营销策略和性别薪酬差距的争论。

新款粉红色印度爱尔(India Pale Ale)啤酒颠覆了布鲁多格传统的蓝色印度爱尔啤酒,并且有着“引人注意”的紫红色标签。

该酿酒商称,新产品旨在解决“针对女性市场的不公平现象”,他们承诺将至少20%的收益捐给慈善机构用于举办女权活动。


收益用于慈善事业

这款啤酒在3月7日发布,售价将比普通的蓝色印度爱尔低20%,该活动反映英国男女平均工资的差距。

该公司网站上的一份声明说:“粉红色新品的啤酒品质与蓝色印度爱尔相同,但在价格上给出一个相当于男女工资差距的折扣价,同时啤酒制造商打算向社会提出质疑,即为什么女性的收入低于同行的男性?”

Scottish brewer BrewDog has released a pink-branded "beer for girls" ahead of International Women's Day, to trigger debate about sexist marketing and the gender pay gap.
Launched yesterday, the new Pink India Pale Ale is a variation of the subversive brand's Punk IPA and boasts a "lurid fuchsia" label.
The independent craft brewer described the product as an attempt to tackle the "lazy marketing efforts targeting the female market" and pledged to donate at least 20 per cent of proceeds to charities that fight gender inequality.

Proceeds go to charity
Released ahead of International Women's Day on 7 March, the new beer will be sold for 20 per cent less than the regular blue-coloured IPA – a move intended to reflect the 18.1 per cent average pay gap between men and women in Britain.
"With the product being identical to the blue-branded Punk IPA, the brewer intends to trigger questions about why women continue to earn less than their male counterparts and offer them a discount on the beer equivalent to the gender pay gap," said a statement on the company's website.

引人深思的“啤酒”,才是好啤酒!第2张图片


但一些评论员认为这个品牌较为刻板。例如,布鲁斯特酒厂(Brewster's Brewery)的厂长Sara Barton是女性啤酒计划的发起人,她说:“这样的行为有些讽刺,在我看来,这些伎俩只有大男孩才会光顾”

Barton在接受“卫报”采访时说:“我虽然赞同他们的想法,这是一个需要有着超强的思维才能理解的事,这个问题太微妙了,以至于人们无法理解,看上去更像是一种高高在上的摆派头的做法。”


有些人“可能不喜欢讽刺”

布鲁多格的全球市场营销主管SarahWarman告诉英国“赫芬顿邮报”:“我们一直认为有些人可能不会立即意识到粉红色印度爱尔啤酒的讽刺意味,但这在我们的意料之中,我们的使命是引发一场关于性别薪酬差距的思考。”

她说:“显而易见,粉红色印度爱尔啤酒是对那些吸引女性观众品牌的性别歧视和过度营销的嘲讽。”

在英国、韩国、爱尔兰、德国、美国和荷兰,粉红色印度爱尔啤酒会发售四个星期。英国的收益将捐赠给妇女工程协会(Women's Engineering Society),该协会是一个专业慈善机构,由妇女工程师、科学家和技术人员组成。


颠覆性啤酒商的最新特技

曾经布鲁多格发布过多次类似的活动,早在2010年,该公司推出了一款装在动物尸体内的啤酒,去年,又推出了“让地球变得伟大”啤酒,这种啤酒的原材料来源于受气候变化影响的地区,用来抗议唐纳德•特朗普(Donald Trump)退出《巴黎协议》的决定。

But some commentators felt the brand is perpetuating stereotypes. "BrewDog is trying to be clever, sarcastic and ironic but I think it may be viewed as a patronising beer from one of the big boys," said Sara Barton, director of Brewster's Brewery and founder of female brewing network Project Venus.
Speaking to the Guardian, Barton said: "I applaud the thought – it is an issue that needs highlighting in brewing and beyond – but it may be too subtle for people to understand, over their heads and therefore patronising."

Some people "might not appreciate the irony"
In response, BrewDog's global head of marketing Sarah Warman told HuffPost UK: "We always anticipated that some people might not immediately appreciate the irony of Pink IPA but that did not deter us in our mission to spark a conversation about the gender pay gap."
"Pink IPA is clearly an over-the-top ridiculing of the types of sexist marketing we often see from brands trying to engage a female audience," she said.
Pink IPA will be available for four weeks in the UK, South Korea, Ireland, Germany, the USA and the Netherlands. UK proceeds will go towards the Women's Engineering Society, a charity and a professional network of women engineers, scientists and technologists.

Latest stunt by subversive brewer
BrewDog has a track record for provocative stunts. In 2010 it launched a range of beers packaged inside dead animals while last year it came up with Make Earth Great Again, a brew made of ingredients from areas affected by climate change. The tipple protested Donald Trump's decision to withdraw from the Paris Agreement on climate change.

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