QHA_March 2018_Electronic_s

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NEWS SEXIST NAMES ON THE OUTER Times are a changing in the UK. In the wake of the #MeToo movement and the backlash against sexual harassment and abuse, efforts are being made to outlaw sexist marketing. Inappropriate beer names and images of scantily clad women may soon disappear from Britain’s beer fonts, cans and bottles. Nottingham-based Castle Rock has brewed a beer in honour of World War Two pin-up Elsie Mo since 1998 and it is one of the company’s top selling ales. However, it has now ditched sexy pin-up girls inspired by historical images of US aircraft nose art in favour of a more politically-correct design, which pays homage to the Second World War’s female pilots. Other beers that have come under scrutiny are Robinsons’ Dizzy Blonde, Fordham & Dominion Brewing’s Double D Double IPA and advertising campaigns such as the Irish brewery that used the tagline, ‘Dublin Blonde goes down easy.’ SOME COMPANIES HAVE EVEN GONE SO FAR AS TO DEVELOP BEERS TO SPECIFICALLY CATER FOR THE FEMALE MARKET. Whilst we have never really had an issue with that form of marketing of beer here in Australia, it signals a shift in thinking about product promotion. It is recognition that women enjoy beer just as much as men and they are an important market to consider. It is interesting to note, recent studies suggest women make up a very decent percentage of beer drinkers in most parts of the Western world (in the US alone, women account for 25 per cent of beer consumption, and 37 per cent of craft beer consumption). Some companies have even gone so far as to develop beers to specifically cater for the female market. Last year social media was abuzz with discussing Praguebased beer company, Aurosa’s promotional campaign advocating ‘lady beer’.
Contact your local Ainsworth Sales Executive today to find out more on (07) 3209 6210 or visit www.agtslots.com.au www.agtslots.com.au © <strong>2018</strong> All rights reserved Ainsworth Game Technology Ltd. Subject to regulatory approval
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