New ‘Transgender Beer’ Didn’t Go Down Well With Actual Transgender People

New ‘Transgender Beer’ Didn’t Go Down Well With Actual Transgender People
SHARE
THIS



Scottish craft brewery BrewDog has this week released ‘No Label’, a beer variety that is intended to appeal to the transgender community.

The founders of BrewDog say the “non-binary, transgender beer” is made using a variety of hops that change sex prior to harvest, and is a genuine effort to help the LBGT community.

But the beer hasn’t exactly been well-received by the LBGT community, with a spokesperson for charity Stonewall telling The Independent it was “concerned about the language” and its capacity to “undermine” what the community stands for.

People have also been less than receptive on Twitter:

BrewDog founder and CEO James Watt told Business Insider that the beer was not a gimmick.

“People have got to look at what we’ve done here,” he said. “We’ve worked with the charity Queerest of the Queer to put this together. They co-designed the packaging, they worked with us on the project, we’re donating all the proceeds of sales of this beer to charity.”

BrewDog is notorious for using high-profile PR stunts to boost its business, from driving a tank straight down London’s main streets to dropping taxidermied vermin cats out of a helicopter.

And as if their efforts weren’t already scorned enough, the brewery was also slammed by critics over a recent promo video they claimed actually mocks transgender and homeless people.

“We’ve got a history of doing beers that help things we feel passionate about and that help minority groups such as Hello My Name is Vladimir. People need to look at this in the context. We have worked with a charity to put this project together,” Watt told BI.

The Hello My Name is Vladimir beer launched last year to protest Russia’s anti-gay laws, with 50 per cent of the profits from the beer going to charity.

“I think it was also important to make a beer that tastes fantastic but also messed about with unusual hops that have gone through this kind of gender change and in a style which is a Kolsch, which is somewhere in between an ale and a lager,” Watt added.

“The whole thing just blurs the boundaries of identity.”

Latest News

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas
  • Advertising
  • Campaigns
  • Marketing

RedBalloon Urges Shoppers To ‘Break With Tradition’ This Christmas

Online experience retailer RedBalloon is urging consumers to ‘break with tradition’ this Christmas and rethink their approach to gifting, with a million-dollar campaign set to drive 1.6 purchases every minute between now and December 25. RedBalloon General Manager Matthew Cavalier said everyone has their own traditions at Christmas. The brand’s creative territory is about celebrating […]

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying
  • Advertising
  • Campaigns

Rimmel London & The Cybersmile Foundation Take On Beauty Cyberbullying

Rimmel London has partnered up with The CyberSmile Foundation to take a stand against Beauty Cyberbullying. Launched on Monday via a global campaign #IWillNotBeDeleted, fronted by Rita Ora and Cara Delevigne with a cast of other individuals who have been affected by this issue. In 2017, Rimmel London undertook a global research study to understand […]

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media
  • Advertising
  • Campaigns
  • Media

Jeep & Lumo Energy Launch OOH Campaigns Via oOh!media

Jeep Australia and Lumo Energy are among an increasing number of brands creating impact and driving greater audience engagement through the use of special builds and innovative lighting on classic out of home billboards. The two builds, developed and executed by oOh! include strategically placed lighting which appears to increase in luminance as the night gets darker, to capture the attention […]