As so many things seem to do these days, it started with a rant on Twitter.
I was expressing my frustration with the utterly sexist crap I’d been receiving regarding Oktoberfest: all bad nylon costumes and boobs everywhere – finished off with cutesy plaits, white stocking/socks and the creepy odour of a schoolgirl-ish outfits, barely encasing what are very obviously women.
Which elicited an awesome response from @nimbws on Twitter:
So, I thought, right, that’s it, I’m just so tired off with this kind of crap giving beer a bad name that I’m going to shout alongside the wondrous Pump Clip Parade and see if, in chorus, we can make more breweries respond like the wonderful Elland the other day.
To this end, I am going to launch a set of annual awards, dedicated to stamping out sexism in beer branding… and I mean all sexism (if anyone wants to offer design expertise on creating the certificates I’d be delighted).
So, for example, if you see things like this horror show on the right, then please let me know, tweet me or Facebook me with the hashtag #cocktoBEERfest (please note the spelling, the use of Cocktoberfest as in the tweets will lead you to very NSFW stuff indeed, as I discovered after my initial joke!).
And please, don’t just trawl the internet for them, I want to see them in-situ or from recent marketing materials, so we can also ask the pubs/bars/clubs in question not to use the pump clips and to feedback to the breweries that it’s 2013 and this just isn’t acceptable.
And, of course, we’ll also be asking the pubs in question not to produce dross posters, pander to stereotypes or offer ‘creche for husbands’ – like all men are drooling alcoholic morons the minute their wives leave their side.
Why do I care so much? I spent a lot of years working behind a bar where the cheesy names and awful pump clips gave sleazy letchs the opportunity to make utterly inappropriate comments to me because this kind of thing opens that kind of door and, more importantly, lets the customers know what sort of attitude the owners/managers have to women and what level of behaviour they can get away with.
Which is not to say that, of course, sexist pump clips that objectify men or insult their intelligence etc. don’t exist, we just seem to have a very large issue with the ones that demean women (and please don’t bother with commenting on a) male & female categories b)the name being sexist or c) my personal appearance – none of these things has any relevance to this issue and won’t be published):
So, categories are for Most Sexist…
- Pump clip (female)
- Pump clip (male)
- Pub chalkboard (female)
- Pub chalkboard (male)
- Menu recommendation (female)
- Menu recommendation (male)
- Tweet sent by a brewery (open category)
- Tweet by a pub/bar (open category)
- Article written regarding beer drinking (open category)
- Conversation overheard in pub (open category)
- Comment made at beer festival (open category)
- Advert (female)
- Advert (male)
- Most age inappropriate product/poster/advert (open category)
I look forward to your thoughts, if not necessarily the images!