The company’s campaign to draw in female drinkers has fallen flat. But it’s a start to addressing the gender pay gap
Beer company BrewDog’s attempt at satirical marketing has fallen flatter than a still ale in the tense run-up to International Women’s Day (IWD) 2018. It has been widely mocked for its attempt at addressing the gender pay gap by releasing a “new” Pink IPA with a pledge to sell it a fifth cheaper in its bars, because “women only like pink and glitter, right? #Sarcasm”. Needless to say, when you have to use a hashtag to clue people in to your “humour”, the cause is probably lost.
With the gender pay gap at all tiers of the class system, it’s appreciated when the balance is tipped in our favour